IMC enables companies to effectively build a brand in the marketplace. IMC is about integrating all of the companyâs promotional efforts to provide a consistent brand experience for each touch point the consumer has with the brandâreview Figure 1-2 in the textbook to see of all the elements in the promotional mix. What companies would you suggest have implemented an effective IMC strategy? What companies have not? (There are no rights and wrongs here; this is based on your judgment.)Dq2The Persuaders (graded)Please watchThe Persuadersat PBS.org (.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1″>http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1) What do you think ofThe Persuaders? Do you agree that the environment is cluttered with too many brand messages? How would you communicate the idea of luxury in a 30-second television advertisement?
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