EBK MARKETING
6th Edition
ISBN: 8220103676250
Author: Grewal
Publisher: YUZU
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Question
Chapter 18, Problem 1MA
Summary Introduction
To evaluate: The given strategy and if it is correct then an alternative has to be prepared.
Expert Solution & Answer
Explanation of Solution
Given strategy:
A new IMC (Integrated Marketing Communications) strategy has been embarked by company RB a contemporary apparel company. The company have decided to advertise in the television and in the magazine. The advertisements use a model of 17-yaer old women.
It is essential for an IMC strategy to have a defined reason and support and extension of the message that are delivered by the other elements in order to succeed. According to the view of person X the strategy taken by the company RB will not succeed as the target audience are the teenage groups. The teenage group people will not read the magazines in major cases neither watch the news channels. The message by the company might be correct but the media to spread the message is not good.
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