Case Exercises

1. How does the First Direct case demonstrate the principle of IMC? In what tangible ways did the brand benefit from the integration of media channels?

2. Is the financial-services sector a special case in communications planning or could any brand category benefit from integrated communications? List four brand categories that might so benefit and discuss possible integrated communications strategies for each brand category.

3. Do you feel that some media channels and vehicles work better together than others? Explain your answer using examples of current or recent communications campaigns.