Write a paper that describes the various components of Integrated Marketing Communications (IMC) and how these components relate to building a brand image.
Select two companies that have successfully integrated some or most of these components into their IMC Plan: implementation of a digital marketing strategy, a successful advertising campaign, or a viral marketing plan with brand ambassadors.
• Did the campaign help the company build or reinforce a brand image (i.e. define the message in the campaign, and describe how the message helped to build the brand)?
• What is the company’s value principle and how does it tie into the branding message?