This activity is important because IMC emphasizes that the messages consumers receive does not come from planned messages alone. Rather, consumers develop attitudes and thoughts about a company, product, or brand from several different sources. In this exercise, you will classify messages according to Duncan's typology from Chapter 7. Duncan claims that everything a company does sends a message. From that idea he describes four main sources of brand messages: planned, product, service, and unplanned. The goal of this exercise is to demonstrate your understanding of Duncan's typology of IMC message types. According to Duncan, consumers receive messages about brands from four sources. Planned messages are traditional marketing communication messages, including advertising. Product messages come to consumers in the form of information about price, product, or distribution elements. The messages conveyed by packaging are an example. Service messages result from interactions with company employees or representatives. Finally, unplanned messages are ones over which a company has little control. Examples include employee gossip, news stories, or consumer posts about a brand in social media. For each of the examples listed below, indicate which is the correct message source by dragging the example under the correct message category. Return policy News report Magazine ad Positive review Location of sale Dealer thank you note Attractive package Company Twitter post This year the product will be sold in a new, beautifully designed package. Unplanned Product Service Planned