Q$.$ Using examples to illustrate your response, critically analyse the role of Integrated Marketing Communications $($IMC$)$ in the success of entertainment brands.

Tips: Basic and poor answers merely described what integrated marketing communications was, and did not refer to the course content.

Better responses referred to the IMC campaign planning process and analysed the role of Integrated Marketing Communications $($IMC$)$ in the success of entertainment brands. Discussed how integration could be made part of that process, while also mentioning the limitations of IMC. with support from examples of IMC campaigns. Better responses also added that as well as integration of media channels and platforms, integration of creative themes was necessary, so that the campaign values would be the same across channels and creative executions.