Option #1: Integrated Marketing Communication

Your assignment is to analyze a company’s approach to the integrated marketing communications concept by assessing its activities associated with earned, owned, and paid media by doing the following:

· Research and define the marketing terms: earned, owned, and paid media (see attached graphic below)

· Choose a brand or product sold by this company.  Analyze the company’s approach to each of the three types of media used to promote this brand or product

· Synthesize your findings and describe the company’s overall approach to this brand and describe the brand’s/product’s target audience, pricing strategy, and distribution strategy

· Wrap up your paper with a strong, one-paragraph conclusion that summarizes your key findings vis-à-vis the three types of media and how they fit into the company’s overall brand/product strategy

Your paper should adhere to these standards:

· Be 4-6 pages in length, not including the title or reference pages (1,200-1,800 words)

· Integrate concepts, terms, and theories from the readings and module content

· Include at least four academic references to support your work, including one peer-reviewed article, preferably from the CSU-Global library

· Follow the CSU-Global Guide to Writing & APA (Links to an external site.)Links to an external site.

Review the grading rubric graded for this assignment for additional grading criteria.