• Branding is a critical component of integrated marketing communications. Companies spend considerable time and money to ensure its brands [...]

  Branding (Chapter 2)

  May 7, 2014
• Segmentation, targeting and positioning are critical components of IMC planning. The first video describes the process used by McDonald’s. [...]

  Segmentation and Positioning (Chapter 4)

  May 5, 2014
• As described in Chapter 4, Carnival Cruise Lines developed a segmentation strategy based on non-users. They developed a campaign targeting [...]

  Carnival Cruise Line (Chapter 4)

  May 5, 2014
• Motel 6 was presented in the opening of Chapter 4. The original campaign for Motel 6 began with The Richards Group through focus group research. [...]

  Motel 6 (Chapter 4)

  May 5, 2014

• Strong brands take years to build, but can be destroyed in days. Understanding and implementing a crisis management plan can reduce the negative [...]

  Crisis Management (Chapter 13)

  May 5, 2014
• Interstate Batteries is an active sponsor with NASCAR and is easily recognizable by NASCAR fans. Resources: Ad No Battery Lasts Longer Ad More [...]

  Interstate Batteries (Chapter 13)

  May 5, 2014
• Sponsorships are a major component of integrated marketing for Adidas. The brand is involved in most major sports and with a large number of [...]

  Adidas (Chapter 13)

  May 5, 2014