In this assignment, you are required to select and evaluate aninternational brand's marketing communications campaign. Such a campaign usually involves various core tools and the use of several media channels, such as TV, radio, social media, print media, billboards, events, PR etc. In your analysis you should choose at least two of the channels that the brand uses. You should select an integrated marketing communications campaign that runs over a specific period of time, e.g. in the UK it might lead up to Christmas or Easter. Your main task is to critically explore what you think the campaign aims to accomplish and its effectiveness.

To support your analysis, you should apply at least three relevant theories from the following list: strong theories, weak theories and polysemic theories, dual-system processing model, elaboration likelihood model, associative network theory, uses and gratifications, and critical theories.

The evaluation of the campaign's effectiveness should include consideration of the type of customers at which the campaign is aimed. The assignment should take a critical approach, e.g. by comparing media channels and assessing their advantages and disadvantages