For this assignment, read the case study, Astor Lodge & Suites, Inc., on page 324 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.1. Discuss the importance of utilizing integrated marketing communications within an organization.2. Evaluate the effectiveness of Astor Lodges IMC program including areas where they are doing well and areas they need to develop.3. Based upon the provided hotel segmentation and profile, is Astor Lodge positioning and branding themselves attractively? What might they consider to increase their brand equity?4. Considering all elements of the marketing mix, what would you recommend to Astor Lodges marketing manager with an eye on their end goal of profitability and growth in EBITA within the next two years?Your response should be a minimum of two pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations per APA guidelines.