Paper Integrated Messages Eastman Kodak uses IMC tools to connect consumers with their brands. A major advertiser, Kodak uses all disciplines, including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR) has been a key corporate-level measure to "help build brand reputation, communicate financial performance, and address public affairs issues that impact the company's success" (http://www. prfirms.org/docs/ 2006 /2006ANA_Presentazione.pdf). However, the flip side of PR is how it helps connect target audiences to build and position brands, change behavior and move products off shelves. To keep Kodak products in the minds of consumers, Kodak has held a multitude of movie-themed promotions and sweepstakes using a variety of media. For example, Kodak EasyShare Gallery offered consumers free Pirates of the Caribbean: Dead Man's Chest movie tickets with a $20 purchase at 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 chosen IMC message; identify our target audience and how the message/message strategy will influence the behavior and strategy we will use to ensure a consistent message in the market.IMC message to get the target audience to buy Kodak productsFor Kodak digital cameras we will propose 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 wealthy young married people with children. People take more photos in the first year of their first child than in the rest of their lives combined. “A recent study of online families indicates that parents of young children are much more likely than the general population to own digital cameras or scanners” (Shutterfly, 2005). For example, the campaign we chose would have both visual appeal and emotional appeal. The backdrop should be something of majestic beauty, like Carmel Beach or the Colorado mountains. In the foreground there would be a child on a silly carousel bunny, or a puppy playing with a child. On television the scene played out in a movie with a cut to Mother or Father watching the scene, grabbing their Kodak camera, until the climax, which zoomed out to a stop action shot: the puppy was captured. in mid-air.