Assignment Task
The objective of the assignment is to provide the students with the opportunity to think more about the concept of integrated marketing communications and how it might be used by a company.
To Do:
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Summarize how Under Armour can use the concept of integrated marketing communications in developing a promotional program for one of its current products or services. Analyze the company’s IMC- promotional & Advertising elements including advertising, direct marketing, interactive media, sales promotion, publicity/public relations, and personal selling and provide directional recommendation on how each one is used in the marketing communications program. You should also consider how other marketing mix elements such as the brand name, package, price, and other factors communicate with the company’s target audience.
Answer these questions:
1. What are the reasons for the success of Under Armour? Identify Key factors that contributed to their company growth.
2. What are the key components of Under Armour’s Integrated Marketing Communications program being used and are they working for them?
3. Are they integrated and sending a consistent image and message?
4. What recommendation would you offer them in enhancing their current IMC program? And Why? (what should they implement?).
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