Stephanie de la Hera
Question #2
Integrated marketing communications has become very popular due to the rapid
growth of social media and other marketing outlets. It has made it easier for businesses to
globalize their brand. Integrated marketing communications makes it possible for a
business to establish a relationship with their consumer and to develop a seamless
integration between marketing tools.
Kevin Plank, a former football player, created a clothing company called Under
Armour that did not begin to weigh down as it absorbed sweat. With no prior knowledge,
he began to sell these shirts out of his trunk to other sports team on his campus. Under
Armour began to utilize the integrated marketing communications when their product
