Hasun is a marketing manager for an Italian bakery, Buon Appetito.  Buon Appetito bakes pastries, cakes and more fresh every day has twenty locations in Ontario, and is growing quickly.  They pride themselves on the beautiful and delicate presentation of their pastries and their high-quality ingredients which lead to excellent taste.

 

The following short answer and essay questions relate to Hasun's experiences in marketing.

 Valentine's day is approaching.  Hasun decides that she is going to set up the store on February 14 with red and pink balloons, a live acoustic guitar musician, and give out free samples of Buon Appetito's 'Amore Cake'. 

 1. What category of integrated marketing communication is this an example of?

2. Is this tactic more efficient for Hasun to short-term drive acquisitions or loyalty with her campaign? Explain why. 

Answer rating: 100% (QA)

1 The category of Integrated Marketing Communication IMC that Hasun is using for her Valentines Day ... View the full answer