Evaluating an IMC Program

Evaluating an IMC Program


Throughout this course you have been presented with examples from Apple and other companies and how they have exploited the total integration of their brand from product design to branding, packaging, service, advertising, and online as well as brick and mortar marketing to achieve brand awareness dominance. Readings as well as videos each week have explored Apple and other brands and their strategies.

In this final assignment you will pull all of this together to select a company which you believe exemplifies integrated marketing and you will evaluate their integrated marketing campaign to answer the central question:

How does that company use integrated marketing communications to own their consumers from product to service to support and how effective is it?

Write a three (3) page paper, typed and double-spaced, using the West Writing Assignment Template in which you:

Select any company except Apple for your analysis.


  • What product or service they provide
  • Their core target audience(s)
  • The range of marketing communication vehicles they use to reach their audience(s)
  • How they integrate their overall product, sales, service, communications program

Identify at least three metrics which you would use to measure the overall IMC program and summarize your rationale for these specific metrics.

Provide a brief evaluation of your company’s IMC program based on each of those metrics. (Refer to Chapter 15 for examples of overall IMC evaluation Metrics).

Reflect on what has been discussed about Apple during the course and compare and contrast your company’s approach to that taken by Apple and why it is similar or different?

Conclude with your opinion on whether or not Apple should be considered the “gold standard” for IMC and why you believe that.




Solution Preview

Nike is an American company formed in 1964 for the purpose of promoting the athlete’s dreams of comfort and efficiency from their products. The company has over the years being famous for designing, manufacturing and selling their variety of footwear, equipment clothing and other accessories. The founders, Bill Bowerman and Phil Knight, had one hope that the company would grow to be the best in promoting and sponsoring individuals talented in the field of athletics. The company’s major target audience are individuals around the world between the ages of 18 and 35 years who are sports enthusiastic or just in need of a trendy style. The shoes and accessories are part of the fashion trends which most young people and especially those on campus find classy.

(901 words)

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