BUS 317 Week 3 Discussion 1 Advertising and IMC Planning

Advertising and IMC Planning. 1st Post Due by Day 3. Chapter 7 of the textbook describes the role of marketing plan and the importance and effect of marketing planning on integrated marketing communications (IMC). Using the text for support, address the following items:

  • Explain what the IMC approach entails, specifically with regard to marketing and advertising planning.

  • Describe how IMC needs both inside-out and outside-in perspectives.

  • Find a company and discuss the four sources of brand messages for that company (i.e., planned messages,

product messages, service messages, and unplanned messages).

Your initial post must be a minimum of 300 words and be supported by your textbook and at least one professional or academic source. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.

Guided Response: Review the posts from your peers, and respond to at least three. In each response, compare and contrast your peer’s example with your own, noting specific elements of brand messaging you see. Your responses should each be 100 to 150 words. 

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