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By reviewing internal corporate documents publicly accessible through Canadian court proceedings, complemented by interviews of advertising practitioners and an assessment of deposition and trial testimony transcripts, the authors provide a case study of how Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer, effectively employed three critical integrated marketing communication (IMC) practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication. By utilizing in-depth consumer research and key IMC processes to construct brand and lifestyle imagery for its flagship cigarette trademark, Player's, ITL achieved greater brand equity and greater shareholder value. The legal and political environment facing the firm has further facilitated ITL's adoption of an IMC mind-set and structure.

The following paper discusses the development of a media planning model that utilized econometric methods, academic theory and managerial judgement. Stautamoyer and Lindquist (1994) called for the inclusion of advertising “experts” in the model development process at earlier stages to facilitate model acceptance. Other authors (Stewart and Furse, 1984; Chakravarti, Mitchell and Staelin, 1981; Kover, 1995) have also discussed the lack of relevance of advertising models that have hurt acceptance. The paper outlines the role played by advertising managers and findings on the applicability of academic theory and research in developing a functional media model.

(2004). ROSEN'S EMERGENCY MEDICINE: CONCEPTS AND CLINICAL PRACTICE, FIFTH EDITION. Prehospital Emergency Care: Vol. 8, No. 3, pp. 334-335.