Gaviscon is a relatively new offering from the Reckitt and Benckiser

Gaviscon is an over the counter, OTC, medicine created to heal/sooth heartburn

conditions and acidity. Assume that you are product manager for this brand and the

top management has asked you to come up with an IMC campaign to promote awareness of the brand. Using knowledge of the integrated marketing communication and logical thinking answer the following questions

1. What will be the objective of the campaign?

2. What message appeal would you use to communicate your message? Why?

3. Which personal and non-personal channels will you use to communicate with your

audience and why? Justify each.