1      Ron Jon Surf Shop
 -In the 1960s, surfboard technology was changing. Homemade wooden 
 boards were being replaced with mass-produced fiberglass models.
 -A surfer name Ron Dimenna was frustrated that he could not buy one 
 of these new and improved rides. as a result he founded the first Ron 
 Jon Surf Shop In New Jersey.
 - as time passed, the company grew, and additional locations were 
 opened. 
 -  store were filled with amazing variety of items, from swimsuits and 
 surfboards to beach-themed home decorations. 
    1               Ron Jon Surf Shop
 -A  refreshments  stand with picnic tables is located outside the store for 
 patrons to enjoy. The shop open 24 hours per day, 365 days a year Just 
 like the beach.
 -                               TH
  Chrysler Corporation  Joined in 40  anniversary of the first shop by 
 creating a limited edition Ron Jon PT Cruiser.  The car was customized  
 for surfers needs.  Only 1000 Ron Jon Cars were made. 
 -      th
  The 40  anniversary celebration also featured a contest in which Ron 
 Jon memorabilia were solicited. 
 -Awarness of Ron Jon’s Presence has growth through innovative 
 marketing programs.  Ron Jon surf shop was featured in a MasterCard 
 Commercials. 
 - 
    1
 -Ron Jon expanded into Land-based sports.  The company sponsored an 
 “end of summer” skateboard contest.  These event were aimed at new, 
 young customers who enjoy skateboarding as much as they do surfing. 
 -Moreover, the company lunched several public relations campaigns 
 focused on community involvement. Example:
 -1- a drive for patrons to donate blood.
 -2- a beach cleanup drive.
 -3- major donations. 
 - the company made its products available at airports.
 -Finally, the company applied made some brand extension:
 -1- surf-themed Ron Jon Cape Resort in Cape Canaveral.
 -2- Ron Jon Bottled water.
 -3- Ron Jon Surf School. 
  Integrated Marketing  Communications
    1
  Chapter 1 provides an overview of integrated marketing 
  communications, the basic communications model, and 
  the organization of the textbook. The chapter also 
  provides information on current trends in marketing 
  communications.