Evaluating an IMC Program

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:

How does that company use integrated marketing communications to own their consumers from product to service to support and how effective is it?

Write a three (3) page paper, typed and double-spaced, using the West Writing Assignment Template in which you:

Select any company except Apple for your analysis.

Describe:

• What product or service they provide
• Their core target audience(s)
• The range of marketing communication vehicles they use to reach their audience(s)
• How they integrate their overall product, sales, service, communications program

Identify at least three metrics which you would use to measure the overall IMC program and summarize your rationale for these specific metrics.

Provide a brief evaluation of your company’s IMC program based on each of those metrics. (Refer to Chapter 15 for examples of overall IMC evaluation Metrics).

Reflect on what has been discussed about Apple during the course and compare and contrast your company’s approach to that taken by Apple and why it is similar or different?

Conclude with your opinion on whether or not Apple should be considered the “gold standard” for IMC and why you believe that.