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1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the
Mazda Protege? and MAZDA6. How is each IMC element used to market automobiles?
2. Evaluate Mazda’s decision to drop the “Get In. Be Moved’ tagline for the Protege? and adopt the
“Zoom-Zoom” theme for its advertising.
3. Evaluate the strategy Mazda is using to advertise the new MAZDA6 sports sedan. Do you agree with
the decision to use a more mature and less playful approach for the MAZDA6?
4. What recommendations would you make to Mazda regarding its integrated marketing
communications strategy as the company moves forward?
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