Introduction to IMC/The Role of IMC in the Marketing Process
Book: Advertising and Promotion: An Integrated Marketing Communications Perspective
Belch, G. E., & Belch, M. A.
McGraw-Hill Companies, Inc., 9th Edition, 2011
Watch the following P&G commercial: http://www.youtube.com/watch?v=0ruHOaHrGnQ and check the following P&G site on Facebook: http://www.facebook.com/thankyoumom. Based on what you have learned so far, discuss how various IMC tools can be used by companies such as P&G to build and maintain relationships with their customers in the case of London Olympics 2012.
