Part 1
In your assignment,
- Identify an IMC campaign for your mentor company FEDEX
- Choose at least four examples of that campaign across different types of media (e.g., TV, print advertising, digital ads, outdoor ads, social media ads, etc.).
- Choose at least one print and one digital media source.
- Provide a copy of the image you find or the URL link to the ad in your paper.
- Hint: To find ads, search the web, or major advertising publications, such as Adweek, for articles about your brand’s ad campaign. Searching your company’s YouTube channel, Twitter account, Facebook page, or other social media platforms for recurring ad messages would be helpful too. Pay attention to find unified ads across various media.
- Analyze the ad in each medium.
- Describe how the medium’s unique characteristics are being used to display the ad.
- Explain which elements unify the campaign across different media to make it count as an IMC.
Part 2
In your assignment:
- Identify another marketing communication activity from your mentor company other than advertising, such as sales promotion, sponsorship, product placement, personal selling, and direct marketing, all of which were outlined in the reading.
- Describe the details of your identified marketing communication activity.
- Provide a link to a visual component of the activity.
- Compare it to the IMC campaign you identified.
- Discuss to what extent they are aligned and would tell the same story for the brand.
- Discuss one strength and one weakness of this marketing communication activity.
The Integrated Marketing Communications paper
- must be 4 pages
- apa
- 2 scholarly sources and use Green, M. C., & Keegan, W. J. (2020). Global marketing (10th ed.). Pearson. as a source
