The Spring 2026 Comprehensive Exam focuses on Alphabet Inc., a collection of companies, the largest of which is Google. Larry Page and Sergey Brin founded Google in September 1998 and the company is headquartered in Mountain View, Calif. Billions of people use its wide range of popular products and platforms each day, like Search, Ads, Chrome, Cloud, YouTube and Android.
This project is organized into four key communication categories:
Paid Media (Creative Brief + Brand Storytelling I);
Earned Media (Thought-Leadership Piece);
Shared Media (Infographic);
and Owned Media (Data Mining and Audience Profiling Report).
Please click on each section to navigate through the content. Within each page, the title also includes a link that will direct you to a corresponding Google Drive PDF for detailed review.
Disclaimer: All content included on this webpage was created by Yuxin Tao for a capstone project through the University of Southern California’s Public Relations and Advertising Master’s program. Tao has no official affiliation with Alphabet Inc..