Chapter 1, Question 4
One key feature of IMC is the emphasis on affecting behavior and not just its antecedents (such as brand awareness or favorable attitudes). For each of the following situations, indicate the specific behavior(s) that the marketing communications might attempt to affect.
Your universities advertising efforts would lure students/professors to the school.
A professional baseball teams promotion for a particular game would be successful if “incremental” patrons attended the game.
Not for profits attempt at identifying more volunteers would hire more volunteers for your cause.
Gatorades sponsorships of a volleyball tournament would entice customers to drink Gatorade and attend the volleyball tournament.
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Here are a few other examples:
a. High school students could obtain, fill out, and send in applications for admission.
b. Individuals who represent a group call an 800 number, order tickets for the game, and pay for them using a charge card.
c. Individuals call a phone number and inquire about participation in volunteer activities. Individuals could submit donations as a result of a direct-mail solicitation.
d. Individuals purchase a bottle of Gatorade for home consumption or attend the tournament and are exposed to Gatorade signage.
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