IMC Communications technology.DOCX

IMC Communications technology

·         Integrated Marketing Communications


·         Discussion Participation Scoring Guide.

Integrated Marketing Communications (IMC) integrates all of an organization's marketing resources to design programs that maximize customer engagements (Clow & Baack, 2014). Continuous advancements in communications technology have provided marketers six reasons for tightly integrating their advertising and marketing communications. Provide an evaluation of these reasons, based on the integrated marketing principles.

Clow, K. E., & Baack, D. (2014). Integrated advertising, promotion, and marketing communications (6th ed.). Upper Saddle River, NJ: Prentice Hall.

International IMC


·         Discussion Participation Scoring Guide.

The Chinese market represents growth opportunities for many firms. Competition will exist in this market and many firms may seek to use a Chinese advertising firm to develop an IMC. Chu and Hsu (2010) identify challenges for Chinese firms in implementing IMC. From the perspective of the Chinese market, how is the Chinese market different from the domestic market? Synthesize these challenges from the authors' viewpoint.


Chu, G., Hsu, M. K., & Li, S. (2010). Perceptions of integrated marketing communications among public relations agencies executives in china. International Journal of Integrated Marketing Communications, 2(1), 7–16.

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