Evaluating an IMC Program

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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.