There are three elements in an integrated marketing communication (IMC) strategy. They include the consumer, the channel through which the message is communicated, and the evaluation of the results of the communication. This activity is important because the integration provided by an IMC campaign gives the firm the best means to connect with the intended target audience with a clear and consistent message. The goal of this exercise is to demonstrate your understanding of the elements of an IMC campaign. 

When Dunkin’ Donuts participates in National Donut Day by giving away a free classic donut, it is using which channel of IMC strategy?

• 
  
• advertising
• public relations
• direct marketing

 

Which of the following is not an example of IMC strategy? 

• 
  
• reduce the introductory price of new donuts
• in-store signage to inform customers about new donut offers
• printing station logos on donuts for local morning news shows
• using a PR firm to work with celebrities with a lot of followers
• free donut giveaway on National Donut Day

 

Dunkin’ Donuts’ National Donut Day campaign included artist-created digital invitations sent to influencers to post for their followers. Which channel of IMC strategy was the company using? 

• 
  
• advertising
• direct marketing
• online marketing
• sales promotions
• public relations

 

Which of the following is not a type of metric Dunkin’ Donuts should use to measure the immediate success of an IMC campaign?

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• Market share estimates
• Media impressions
• Gross rating points (GRP)
• Frequency  of exposure
• Social engagements

 

After Dunkin’ Donuts has planned, budgeted, and implemented its IMC campaign, it must measure the success of the campaign using various

• 
  
• internal resource metrics.
• government reference statistics.
• accounting rationale.
• marketing metrics.
• external competitive datasets.