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Internet Exercises
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Several large advertising agencies have described shifts in their philosophies to include IMC approaches to communication. In many cases the outcome has been campaigns that utilize a combination of the five promotional elements. Go to J. Walter Thompson’s Website at http://www.jwt.com and review its integrated campaigns.



1

Describe the promotional elements of one of the campaigns. Why were these elements selected? How are they integrated?
2

How would you evaluate the effectiveness of each of the promotional elements used? How would you evaluate the effectiveness of the entire campaign?





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