The presentation will compare the marketing tactics used in the "I'm a Mac" and "I'm a PC" television advertisements. The investigator will evaluate the usage of Integrated Marketing Communication (IMC) tools in the advertising campaign by Apple Computer. The researcher will discuss the survey instrument developed to measure the advertising campaigns impact on consumers. Explanation of the survey instrument will include development of the instrument, what will be measured, how the instrument will be administered, and usage of data developed from the instrument. The researcher will discuss the future completion of the project and implications for future research.
|Presenter:||Michelle Hetrick (Undergraduate Student)|
|Time:||1:30 pm (Session III)|