The development of an integrated communication campaign requires a clear understanding of the specifics of the alternative media formats to create a consistent consumer experience. The most popular communication formats are advertising; online, social media, and mobile communication; events and experiences; word of mouth; publicity and public relations; and packaging. Some of these involve digital marketing while others involve traditional marketing. Identify a short example for each of the 6 types of media formats. Using an example of traditional marketing (not digital), explain what makes the media format appropriate/not appropriate for the selected product or service. Now consider a digital marketing format you would want to use in addition to the format it is already on. Why did you select this one? What digital marketing strategies and tactics would you recommend be adopted for this media format? How do your selected media format strategies fit with the organizational strategy for its IMC campaign?