IMC at Dunkin'

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 activity is to demonstrate your understanding of the elements of an IMC campaign.