Don Schultz at Northwestern University came up with the concept of IMC during the early 1990s. It involves the active coordination of all of the communications mix to create a consistent message and to communicate value to the target customer. The eight major elements of marketing communications are described the eight models advertising; public relations; sales promotion; events & experiences; online and social media; mobile marketing; direct and database marketing; and personal selling.
Visit the web site for Mountain Dew and view some commercials for Mountain Dew. Also, visit a grocery store and look for the way Mountain Dew is merchandised. Describe how each communications element has been used to market Mountain Dew. How has the campaign been integrated throughout the various elements