Question

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 marketing communications might attempt to affect:
(a) Your university’s advertising efforts;
(b) A professional baseball team’s promotion for a particular game;
(c) A not-for-profit organization’s efforts to recruit more volunteers; and
(d) Gatorade’s sponsorship of a volleyball tournament.


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  • CreatedAugust 08, 2015
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