1. Given your understanding of IMC and its fundamental characteristics, describe the probable outcome of practicing nonintegrated, rather than integrated, marketing communications. 2. One key feature of IMC is the emphasis on affecting behavior and not just its antecedents (such as brand awareness or favorable attitudes). For each of the following situations, indicate the specific behavior(s) that marketing communications might attempt to affect: (a) your university’s advertising efforts, (b) a professional baseball team’s promotion for a particular game, (c) a not-for profit organization’s efforts to recruit more volunteers, and (d) Gatorade’s sponsorship of a volleyball tournament.
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