OMM 615 Week 2 Assignment IMC Tactics


Apple is widely regarded as one of the most effective and successful companies in the world that carefully plans their marketing communications. Apple Company enjoys a positive corporate image and strong brand names such as the Mac, iPod, iPad, iPhone and iTunes. Apple devotes many resources to develop this corporate and brand equity through careful consideration including their tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why Apple is not only effective but also efficient at what their personnel do.

Apple’s marketing communications mix includes seven tactics: advertising, personal selling, sales promotion, publicity, direct marketing, internet marketing, and branding. This paper looks at the way Apple uses advertising, publicity, electronic and internet marketing to achieve their marketing goals.


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