Part I

Question 1 (350 words)

Define direct marketing. Does direct marketing help with relationship marketing? How does direct marketing supply an organization’s integrated marketing communications plan? Support your position.  Incorporate concepts and examples from the attached lecture.

Question 2 (350 words)

How do electronic and Internet marketing support the IMC objectives? List the types of electronic marketing you would use if you were trying to target members of the Baby Boomers, Gen X, Gen Y, and Gen Z. The approximate dates of the generations are listed below:

1946-1964 Baby Boomers
1965-1983 Gen X or the Busters
1984-2002 Gen Y or the Millennials
2003 – Current Gen Z or the Digital Generation


Incorporate concepts and examples from the attached lecture.

Part II

4 pages, APA format. 3 Sources—including the provided text

You have been assigned the task as Marketing Manager to scan social media web sites and try to mitigate the negative consumer postings from a recent crisis. Explain how organizations use social media to communicate with their consumers through a crisis and evaluate how the negative comments were handled by the organizations. Assess a recommendation for better communication and explain why



Chapter 8 and 9

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version]. Retrieved from:


Hall. J. (2017, February 15). How to target three generations with social marketing, not stereotypes (Links to an external site.)Links to an external site.Forbes. Retrieved from




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