Integrated Marketing Communications

Please be sure that each answer on this THOROUGH. There is no wrong answers, be creative

1) Integrated Marketing Communications (IMC) gurus often single out Nike, Budweiser, Apple, and ESPN as being companies that employ most or all of the seven pillars effectively. Pick ONE brand only (it may not one be of the brands mentioned above) and describe in DETAIL how you feel that they could use IMC with success for their brand if they employed more pillars than they do know. Also, provide a percentage allocation of funds to each of the seven pillars.(Don't use Nike, Budweiser, Apple, and ESPN)

2) Andy Grove of Intel became famous for saying "only the paranoid survives." Assume you are CEO of a mid-sized advertising agency in 10 years. How will you fight back as IMC continues to gain ground across the marketing landscape and advertising, in most cases, will be the pillar hurt the most in the world of 2031.