Separate Part I and II.

Part 1 two questions - use references:

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version].

1. (350 words) What are the steps a buyer passes through when making a buying decision? What other factors might influence a purchase?

Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy. Incorporate concepts and examples from this week's lecture.

2. (350 words) What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC. Incorporate concepts and examples from this week's lecture.

Part II (4 pages). Use 3 references to include:

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version].

IMC Tactics

Select a Fortune 500 company and research their Integrated Marketing Communications (IMC) tactics. Select at least one traditional and one digital venue to research the IMC tactics. In a two to four-page paper, analyze whether or not the tactics are effective and why. Describe any recommendations for improvement.