$14-16$ How did GEICO use integrated marketing communication to stand out from the clutter in the advertising market?

$14-17$ Why is an integrated marketing communications $($IMC$)$ approach increasingly important for a company like GEICO as opposed to just a creative advertising campaign?

$14-18$ Should GEICO continue with the gecko in its integrated marketing communications? Why or why not? If it did continue with the gecko, provide some specific ideas about how the gecko can constitute a fresh, evolving, and interesting part of the campaign.

$14-19$ Has GEICO gotten its money$$s worth from IMC campaigns?