Com 373 Week 2 DQ 4 - 1561

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What is the role of integrated marketing communications in the brand building process? What is an example of a company that has built and maintained its brand equity without relying primarily on mass media advertising? Discuss.

Solution Description

A good example of IMC was the Toyota’s story of the redesigned Scion xB they avoid mainstream media for the offbeat sites of the Internet, magazines and movie trailers.