Charmin has evolved its IMC over the years in order to fulfill the basic element of marketing used to build a strong, enduring relationship with consumer, even with a simple product such as toilet tissue. The core concept of the process between at least two parties in which each is able to communicate about their needs and desires is:

A. micromarketing

B. exchange

C. communication

D. the IMC

E. value

A nearly century-old brand, charmin relied tor years on traditional marketing tools such as good distribution and shelt space, but mostly on strong advertising and consumer promotions to have consumers pull the product through the channels. As a product in a not-so-exciting product category, often perceived by users as a commodity, it was a difficult task for the firm and ad agency to develop an appeal that truly differentiated the brand. For nearly two decades, the brand used the Mr. Whipple campaign and the tag line "Please don't squeeze the Charmin." The intent, which was successful, was to convince buyers that the product was softer than competing brands and induce them to actually pick up the package in the store. Once in their hand, it was as easy to drop it into their cart as to replace it on the shelf. After the Mr. Whipple campaign ended, Charmin account managers incorporated very cute and likeable bears as part of the "Enjoy the go," campaign, which was quite humorous and poked fun at the whole toilet paper experience. The newer campaigns increasingly shifted from solely advertising and consumer promotions to incorporating very active social media, mobile apps, and cause-related marketing. One of the mobile apps enables users to find the nearest clean public restroom. Charmin's approach has evolved over the last 90 years in response to changes in the media options, which have grown and expanded to far more individual methods to reach buyers. Consumers have also changed in their media usage, and traditional TV advertising is used substantially less than in the past. Charmin has strived to be ahead of the curve in the switch to a more integrated set of communications in order to better target consumers, to build a strong brand, and to provide the buyers with the central, fundamental elements of marketing