This research paper requires you to analyze how Coca-Cola integrates its marketing communications
tools and promotional activities. (Note) remember that communications can be physically and
Write a 4 page research paper that addresses the following:
1. Analyze the significance of the concept of integrated marketing communications (IMC) and its
impact on marketing management.
2. Analyze how Coca-Cola integrates its marketing communications tools and promotional activities.
3. Analyze the connection of the concept of the (communication process model) to important
issues in (promotional strategy).
4. Analyze Coca-Cola’s key concepts of advertising, sales promotion, and public relations as they
pertain to marketing management.
5. Identify several elements of Coca-Cola’s promotion mix and the pros and cons of each element.
6. List the components and give a description of the marketing manager’s role in promotional
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