Excerpt from Term Paper:

......3.Executive summary
Microsoft has managed to obtain its current position of global leader in its functioning area with the help of well integrated communication campaigns. The attributes that have helped the brand become so appealing for people all around the world are creativity, innovation, the belief in peoples dreams and potential, the belief that one can do anything. The corporate social responsibility has been a strong point for the development of the brand for both the advertising and the PR campaigns. The present approach to communication underlines the importance of a coherent overall campaign. A future campaign could nevertheless focus on new attributes of the brand, such as its dynamicity in order to increase the popularity of the company among young people. The media best suited for this purpose are television, the internet and the printed media
4. Table of contents:
1. Executive summary
2.Table of contents
3. Formal introduction
4. Current Advertising and PR activity
5. Main PR /Advertising approach
6. IMC strategy for Microsoft
6.1. Objectives
6.2. IMC mix
7. IMC components
7.1. Description
7.2. Advantages and disadvantages
7.3. Specific roles
7.4. Media strategy
8. Conclusions and recommendations......

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