MKT-476 Integrated Marketing Communications W1 – IMC Goes to the Movies Two Parts to this assignment: Part I: Answer the DQ in 50 words or more (be specific): Jeff Bezos, the founder of Amazon.com said, “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Think about the brands that you admire. How do they align with what Jeff Bezos says about brands? Is it necessary to focus on hard things or can a positive brand reputation emerge from just doing things well in general? When you consider this first question, one thing you might want to look at is how brands are valued. Brand valuation comes not just in its financial value but also things like goodwill which ties directly into a brand’s reputation. One company estimates that at least 30 percent of a brand’s market value consists of the brand itself. (The Economist. 2014) Below is a link to an interesting article from The Economist which looks at this question. You may want to take a look at this to get your mind working around this question. The Economist. (2014). Retrieved from http://www.economist.com/news/business/21614150-brands-are-most-valuable-assets-many-companies-possess-no-one-agrees-how-much-they Part II: Assignment Detail: Write paper of 800 words in which you answer the following questions and apply the concepts from this week’s readings and videos: Select a major movie launched in theaters within the last two (2) years. Research how the movie studio launched and promoted the movie here in the United States. • Identify the primary target audience for the movie and why? (If there was more than one target, identify those and explain why there was more than one.) • Summarize how the movie studio used an integrated marketing communications approach to promote the movie to reach the primary target. Identify as many as different components as you can and the core message used in each. • Determine the extent to which the messages in the different marketing tools/media integrated. Give examples. • If you were put in charge of the movie studio’s marketing team what recommendations would you make to further enhance their application of integrated marketing communications concepts to the promotion of this movie. Include and cite at least three scholarly sources.