Review CASE STUDY: The AGRI Venture: An Integrated

Review CASE STUDY: The AGRI Venture: An Integrated Marketing Communications Program. Storytelling using interviews, participant observation studies, and ethnographic studies can sometimes help organizations better understand consumer behaviors in comparison to survey research. You are the Regional Director for the AGRI Venture. You are developing an IMC plan for your juice product that will compete in the domestic U.S. Virgin Islands market and also in the Global marketplace. Explain the information you would need to gather about consumer preferences and behaviors to develop your IMC plan. What adaptations would you make in the US Virgin Islands or Global marketplace, if any? Why are the adaptations necessary? Provide examples of contexts that would make survey research the preferred methodology to gather information on the effectiveness of different branding, advertising, and promotion tools. Provide examples of contexts that would make storytelling using interviews or ethnographic study the best methodology.


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