Instruction:

In this essay, you are asked to reflect on the following two topics and provide your opinions and analyses on them, using the theories and frameworks you learned in the unit, and conduct additional secondary research to help you build your arguments and reasoning. The two reflection topics are:

1) What is your understanding of the “integrated” marketing communication? Identify three current and future challenges that companies are facing in “integrating” marketing communications with consumers. Provide your recommendations for companies to overcome/take advantage of these challenges in IMC.

2) What is your opinion on the role artificial intelligence (AI) will play in integrated marketing communications? Discuss the opportunities and challenges in integrated marketing communication when artificial intelligence (AI) becomes a popular channel between companies and consumers and provide recommendations for companies to leverage this trend in IMC? Focus on a particular industry and discuss concretely the implications of AI in integrated marketing communication.