Option #1: Integrated Marketing Communication
Your assignment is to analyze a company’s approach (any company of your choice) to the integrated marketing communications concept by assessing their activities associated with earned, owned, and paid media by doing the following:
Research and define the marketing terms: earned, owned, and paid media.
Choose a brand or product sold by this company. Analyze the company’s approach to each of the three types of media used to promote this brand or product.
Synthesize your findings and describe the company’s overall approach to this brand and describe the brand’s/product’s target audience, pricing strategy, and distribution strategy.
Wrap up your paper with a strong, one-paragraph conclusion that summarizes your key findings vis-à-vis the three types of media and how they fit into the company’s overall brand/product strategy.
Your paper should be 4-6 pages in length (1200-1800 words) and conform to the CSU Global Writing Center
(Links to an external site.)
. Include at least four scholarly references, including one peer-reviewed article, preferably from the CSU Global library.
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