Essay Integrated Marketing Communications

1423 Words May 5th, 2014 6 Pages
Strategic Marketing, Advertising & Public Relations
Ashford University
Instructor: Debra McKoskey-Reisert
8 April 2014 to 19 May 2014

Week 2 Assignment:
Integrated Marketing Communications
Word Count: 1,296

20 April 2014

Assignment Brief (Due by 11:59pm MT, Day 7, Monday)

IMC Tactics

Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why.

Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations and references for the text and at least two
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The paper divides into four sections. The first section examines how advertising is used by Apple, focusing particularly on television advertising. The second section analyzes how publicity is used by Apple, particularly with regard to its pre-launch product publicity events. The third section analyzes how as electronic and Internet marketing is used by Apple as part of its IMCs. Finally, a fourth section summarizes the major conclusions of the paper.
Advertising is usually the cornerstone for the IMC strategy of a company. It is a mass communications tool, allowing wide reach and high frequency in an entertaining, cost effective manner (Ogden & Ogden, Chapter 3, 2014). Apple has been a leading exponent of advertising as a marketing communications medium. There are numerous media through which to send an advertising message. These media include television, radio, newspapers, magazines, billboards, trashcans, flyers, direct mail pieces, as well as electronic tools such as the Internet, DVDs and videos. Apple has makes use of all these formats (Ogden & Ogden, Chapter 3, 2014). In particular, Apple has been a leading exponent of television advertising. Its television ads tend to be inspirational and persuasive rather than informational or reminder in nature. Apple is credited as being responsible for the most successful television ad ever produced (based on viewer retention and recall rates). That advertisement was made to

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