Visit http://www.thephelpsgroup.com and click on the "Our Work" tab at the top. In the Work Portfolio, compare the IMC for the different companies. What were the goals of the integrated marketing campaign? Which IMC components were used in that particular campaign? How do those components contribute to the success of the IMC campaign in achieving its stated goals?
The Direct Marketing Association is the primary source of information about direct marketing activities for both academics and practitioners. The Web site for the DMA, at http://www.the-dma.org/, contains a wealth of information about direct marketing practices and self-regulation. How many different target markets does the DMA address on its home page? Click on the "Information for Consumers" button located on the left side of the home page. What services does the DMA provide for consumers? Why do you think it offers those services?
