Wk 1 - Integrated Marketing Concepts Applications Paper

Assignment Content

1. Resource: Integrated Marketing Concepts Applications Grading Guide
   
   
   Write a 1,050-word paper that describes the various components of Integrated Marketing Communications (IMC) and how these components relate to building a brand image.
   
   
   Select two companies that have successfully integrated some or most of these components into their IMC Plan:
   
   • Implementation of a digital marketing strategy
   • A successful advertising campaign
   • A viral marketing plan with brand ambassadors
   • Answer the following questions:
     
   • Did the campaign help the company build or reinforce a brand image (i.e. define the message in the campaign, and describe how the message helped to build the brand)?
   • What is the company's value principle and how does it tie into the branding message?
   • Format your paper consistent with APA guidelines, including any citations for materials used from any websites.