Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 12

Not-for-profit organizations rely on IMC just as much as forprofit firms do. The Egyptian government, which owns the remains and artifacts of boy pharaoh King Tutankhamun, has sent the King Tut collection on a worldwide tour of selected nations and museums. Many organizers-including National Geographic and museums such as the Los Angeles County Museum of Art-were involved in a multi-million-dollar marketing campaign promoting the exhibit, titled Tutankhamun and the Golden Age of the Pharaohs. On your own or with a classmate, conduct online research to learn how museums and other organizers have used IMC to promote this or other tours. Present your findings to the class.