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Lesson 01: Introduction to Integrated Marketing Communications

Lesson 01 Activities

Complete all of the following tasks by the due dates listed in the Course Syllabus:

Lesson Readings
Complete the readings listed in the Course Syllabus . 
Discussion Forums

Discuss the following two questions on their respective discussion forums. Please review the Discussion Forum Guidelines. Your initial discussion post for each question is due by Friday. Your responses to your classmates' initial posts are due by Sunday.

Discussion Forum #1 - Commercials: (3 points)
Volkswagen and Chevy Camaro ads are considered the best commercials. Watch the Volkswagen Dart Vader commercial at http://www.youtube.com/watch?v=R55e-uHQna0 and the Chevy Camaro commercial at http://www.youtube.com/watch?v=wFVxNTVC5Yk.

For each commercial, answer the following questions:

  • Who do you think is the specific target market for each of these products?
  • Do you think the commercial is effective in helping the brand image?
  • Which positioning strategy is being employed by each product?

Please post your response to the discussion forum, Lesson 01: Commercials.

Discussion Forum #2 - Consumer Empowerment: (3 points)

Having read the JMC article assigned in this lesson, briefly discuss the five enablers of consumer empowerment in the process of marketing communication. What kind of challenges and opportunities do they present to marketers? Please post your response to the discussion forum, Lesson 01: Consumer Empowerment.

Self-Assessment Quizzes
Complete the self-assessment quizzes for Chapters 1 and Chapter 2 from the textbook website.
  • Select Chapter from the dropdown list.
  • Select Chapter Quiz.
  • Click the Submit Answers button to see the results. These are NOT GRADED, but they are expected to help you to assess your understanding of the information covered in the chapter. You do NOT need to send the results to your instructor unless you have any questions about the sample quiz questions.

 


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