Week 1 mkt | MKT544 Integrated Marketing Communications | University of Phoenix

Wk 1 – Integrated Marketing Concepts Applications Paper

Assignment Content

Resource: Integrated Marketing Concepts Applications Grading Guide

Write a 1,050-word paper that describes the various components of Integrated Marketing Communications (IMC) and how these components relate to building a brand image.

Select two companies that have successfully integrated some or most of these components into their IMC Plan:

o Implementation of a digital marketing strategy

o A successful advertising campaign

o A viral marketing plan with brand ambassadors

Answer the following questions:

o Did the campaign help the company build or reinforce a brand image (i.e. define the message in the campaign, and describe how the message helped to build the brand)?

o What is the company’s value principle and how does it tie into the branding message?

Format your paper consistent with APA guidelines, including any citations for materials used from any websites.

Submit your assignment.