1. What are the major marketing communications tools used by Primark to publicize their offering?
2. Describe the concepts behind integrated marketing communications (IMC)
3. Understand the market, industry and media drivers that have promoted IMC
1. What is the ‘mantra’ used to sum up the concept of a single communications strategy or plan?
2. In the modern marketplace, what has led organizations to move towards targeted communication as opposed to mass communication?