COMM 150: For Friday - mission, public relations, advertising, USP and IMC

Alphabet soup? Not quite -

Here's what I put up on the projector this morning

USP –
IMC –

How do the concepts of IMC and USP help an organization define and operationalize its mission? Where do branding and positioning fit into the picture?

Here's another way of wording the question (which I got, by the way, form the final exam in COMM 150 in 2007:

2b. Short essay (25 points). Brands, branding and brand management are increasingly important concepts in integrated marketing communications. How does a mission statement fit into a well-designed IMC program? How can effective brand management and a well thought-out Integrated Marketing Communications plan help advertisers and public relations practitioners deal with competing messages? Be specific. Always be specific. Remember: An unsupported generalization is sudden death in college-level writing.