Integrated Message PaperEastman Kodak uses IMC tools to connect consumers with their brands. A major advertiser, Kodak uses all disciplines: advertising, sales promotion, electronic media, CRM and PR. Public relations (PR) is a key corporate-level metric to “help build brand reputation, communicate financial performance, and resolve public affairs issues that affect business success” (http://www.prfirms.org/docs/2006/2006ANA_Presentation.pdf). However, the flip side of public relations is how it helps connect target audiences to create and position brands, change behavior, and get products off shelves. To keep Kodak products in the minds of consumers, Kodak ran a multitude of movie-themed promotions and sweepstakes using a variety of media. For example, Kodak EasyShare Gallery offered consumers free movie tickets to Pirates of the Caribbean: Dead Man's Chest with a $20 purchase on KodakGallery.com. Additionally, an online sweepstakes asks consumers to participate in a photo scavenger hunt for a chance to win Kodak products or a trip to Disneyland (Johannes, 2006). Our article will explain the IMC message we chose; identify our target audience and how the message/message strategy will influence behavior, as well as the strategy we will use to ensure message consistency in the market. IMC message to attract the target audience to purchase Kodak products. For Kodak digital cameras, we would offer a message that builds on their strength. The IMC message chosen for Team A is: Kodak. Your best shot. First time. Every time. The main buyers of digital cameras are young, wealthy people who are married and have children. People take more photos in their first child's first year than in the rest of their lives combined. “A recent study of connected homes indicates that parents of young children are much more likely than the general population to own a digital camera or scanner” (Shutterfly, 2005). For example, the campaign we chose would have both visual appeal and emotional appeal. The background would be impressively beautiful, like Carmel Beach or the Colorado Mountains. In the foreground there would be a baby on a silly carousel bunny or a puppy playing with a child. On television, the scene would play out in a movie going back to the mother or father watching the scene, grabbing their Kodak camera, going back to the scene until there was a climax, which would zoom in on a stop action plan - the puppy would be caught. in the open sky.