ASSIGNMENT 1: ESSAY ASSIGNMENT (30%)
Instruction
Prepare approximately 1,000 words (of report body) on integrated marketing communications (IMC). In the essay, students should be able to demonstrate a thorough understanding of a recent revolution from an IMC perspective to an integrated brand promotion (IBP) perspective. The distinction between IMC and IBP must be addressed in a written essay report. The report will include a summary of events and issues related to the IMC program, target audiences, and the analysis of advertising and promotional activities that would impact on buyer behaviour.
The report should clearly identify and explain the following areas of:
• The IMC and IBP approaches and their purposes.
• The current events and issues related to the IMC program and its target audiences focusing primarily on a critical analysis of marketing communications activities that influence consumer behaviors and brand recognizability. Give some examples to explain and support in your paper.
• Make sure your paper is written as you find in other peer reviewed "academic publications" whereby there is:
o no first person context,
o your theme or ideas are prevalent, yet
o all thoughts are supported by factual evidence found in referenced peer reviewed journal articles to support your discussion.