Unit 1 Assignment Customer Sales and Loyalty

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Assignment: Integrated Marketing Communications in Action


Integrated Marketing Communications (IMC) is an integral part of marketing success for any company. You practiced applying IMC concepts in your Discussion. Now you will select a company of your choice to provide an original definition and an example of IMC.

One great example of IMC is the Coca Cola™ Company and the names and slogans on their bottles. By using this in all of their MARCOM information they are showing the consistency of the message.

They are following the five key features of IMC:

  1. Customer focused
  2. Using all touch points
  3. Consistency and single voice
  4. Relationship building
  5. Affecting customer behavior


  • Provide an example of a company that uses integrated marketing communications.
  • Discuss the primary tools of marketing communication from table 1-1 that are used for IMC for this company.
  • Describe specifically how the company uses the five key features of IMC (table 1.2) in a 2–3 page paper in APA format and APA citation style with an additional title and references page.

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