MKT-476: W7 – Evaluating an IMC Program

MKT-476: W7 – Evaluating an IMC Program

MKT-476 Integrated Marketing Communications

W7 – Evaluating an IMC Program

Two Parts to this assignment:

Part I:

Answer the DQ in 50 words or more (be specific):

Because there is no absolute guarantee that an IMC program will work even when all parts are tested ahead of time, how much effort should be devoted to evaluating the program before it is launched?

Part II:

Throughout this course you have been presented with examples from Apple and other companies and how they have exploited the total integration of their brand from product design to branding, packaging, service, advertising, and online as well as brick and mortar marketing to achieve brand awareness dominance. Readings as well as videos each week have explored Apple and other brands and their strategies.

In this final assignment you will pull all of this together to select a company which you believe exemplifies integrated marketing and you will evaluate their integrated marketing campaign to answer the central question: