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Subway & IMC: Becoming a Multichannel Marketer

Watch this video on Subways customer-centric approach: https://www.youtube.com/watch?v=MTuXHdIQ848. Customers routinely look to their mobile devices for information on their purchase decisions, including where they want to eat lunch or dinner on a given day. Because of this, mobile and online ordering options for customers are essential for fast-food restaurants today.

Companies such as Subway know that everything they do communicates with their customers and prospects. This activity is important because brands must ensure a customer-centric focus at every consumer touch point in order to build relationships with consumers, meet consumer needs, and guarantee a successful IMC campaign. The goal of this activity is for you to examine the considerations of a brand using a consumer-centric approach which is vital for advertisers to do today.

Question

The video showed that Subway had evolved its messaging from one email that was sent to all potential customers to over 200 different and more personalized email messages sent to customers. With so many other lunch options available, Subway is attempting to stand out by engaging in ________ to communicate with its customers and develop a deeper connection with the brand that facilitates communication and equals more sales.

Multiple Choice

a advertising

b competitive warfare

c public relations

d relationship marketing

e branding