Reminder: Throughout the course, you will assume the role of the marketing manager or marketing consultant for your company or a company you are familiar with.
Based on your readings, develop a paper that critically evaluates IMC and responds to the following:
- How does integrated marketing communication differ from traditional advertising and promotion?
What are some of the reasons marketers apply an IMC perspective to their advertising and promotional programs?
- What is the role of integrated marketing communication in advertising and particularly brand building? Identify the situations that an IMC approach is most appropriate.
- Discuss the role of integrated marketing communications in the marketing program (of your company or a company you are familiar with).
Support your paper with a minimum of three scholarly resources, including a minimum of 2 of this week's assigned resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Length: 5-7 pages, not including title and reference pages
Your paper should reflect scholarly writing and current APA standards. Be sure to adhere to Northcentral University's Academic Integrity Policy.
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