Prior to beginning work on this discussion forum,

Read

• Chapter 6 of the course text, Principles of Marketing

Watch

• What Is Integrated Marketing?

One Message, Many Media: Integrated Marketing Campaigns

To examine integrated marketing in action, you’re going to tell the story of a particular

campaign from your internship brand, you selected in Week 1, across multiple media for this interactive activity. We want to know what unifies the campaign and how the unique nature of each medium is being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why.

Instructions and chapter 6 attached