Can you think of an IMC campaign? Progressive is one example, but there are plenty out there. Feel free to go back in history and think of campaigns like IBM's launch of the personal computer using the Charlie Chaplin-like character or Coke's I'd Like to Teach the World to Sing campaign, or Apple's IMC campaigns used on every new product launch. Remember; don't just focus on the advertising. Find those other promotion tools they used to convey the selling proposition. You may want to read most of the week's readings before tackling this discussion topic to get a better idea of what all the promotion mix tools are, and how the AIDA model (as noted in the reading highlights in the example above) works.

Many companies with small budgets mistakenly think they can use "free" advertising as they define public relations. Indeed, some companies do rely only on public relations only if the unique selling proposition is so newsworthy that the news media will be the carriers of the company's message. Apple is a master at this whenever that company launches a new product.

Can you think of any other product that relied solely on public relations? What was it about its unique selling proposition that made this feasible for this company?