Throughoutthis course you have been presented with examples from Apple and othercompanies and how they have exploited the total integration of theirbrand from product design to branding, packaging, service, advertising,and online as well as brick and mortar marketing to achieve brandawareness dominance. Readings as well as videos each week have exploredApple and other brands and their strategies.

Inthis final assignment you will pull all of this together to select acompany which you believe exemplifies integrated marketing and you willevaluate their integrated marketing campaign to answer the centralquestion:

Howdoes that company use integrated marketing communications to own theirconsumers from product to service to support and how effective is it?

Write a three (3) page paper, typed and double-spaced, using the West Writing Assignment Template in which you:

Select any company except Apple for your analysis.

Describe:

• What product or service they provide
• Their core target audience(s)
• The range of marketing communication vehicles they use to reach their audience(s)
• How they integrate their overall product, sales, service, communications program

Identifyat least three metrics which you would use to measure the overall IMCprogram and summarize your rationale for these specific metrics.

Providea brief evaluation of your company’s IMC program based on each of thosemetrics. (Refer to Chapter 15 for examples of overall IMC evaluationMetrics).

Reflecton what has been discussed about Apple during the course and compareand contrast your company’s approach to that taken by Apple and why itis similar or different?

Conclude with your opinion on whether or not Apple should be considered the “gold standard” for IMC and why you believe that.