The Marketing Memo on page 496 describes methods that determine how integrated a company’s IMC Program is relative to six parameters. These parameters include coverage, contribution, commonality, complementarity, versatility and cost. Analyze a company of your choice based upon these parameters in evaluating their level of integration. Obviously, you will not be able to analyze cost but discuss the other five.
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What is your opinion of this course? Did it meet your expectations? What are some take-aways that you anticipate will help you in the future either professionally and/or personally? What suggestions can you offer for improvement of this course for future students?