You are to watch Video 7: UPS: How Brown Got Cool. You can view the video by going to the Online learning center at the course web site: http://www.mhhe.com/hawkins12e .

1) What led UPS to pursue an integrated marketing communications approach? What was the promotional objective as it repositioned itself in the " synchronized commerce" marketspace?

2) Was it logical for UPS to have four different marketing approaches? Explain.

3) What are the advantages of UPS using a global marketing strategy?

4) How important is a brand recall rate of 97 percent to 98 percent for UPS? What challenges does this present to competitors?