Integrated Marketing Communication
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. Include at least four scholarly references, including one peer-reviewed article, preferably from the CSU Global library.
