Your assignment is to analyze a company’s approach to the integrated marketing communications concept by assessing its activities associated with earned, owned, and paid media by doing the following:

• Research and define the marketing terms: earned, owned, and paid media.
• Choose a brand or product sold by this company.  Analyze the company’s approach to each of the three types of media used to promote this brand or product
• Synthesize your findings and describe the company’s overall approach to this brand and describe the brand’s/product’s target audience, pricing strategy, and distribution strategy
• Wrap up your paper with a strong, one-paragraph conclusion that summarizes your key findings vis-à-vis the three types of media and how they fit into the company’s overall brand/product strategy

Your paper should adhere to these standards:

• Be 6 pages in length, not including the title or reference pages
• Integrate concepts, terms, and theories from the readings and module content
• Include at least four academic references to support your work, including one peer-reviewed article.
• Follow APA format.

terms learnt: 4P’s, strategic marketing, consumer behavior, marketing mix, etc.