A retailer's magazine advertising campaign builds an image of elegance and high fashion, yet the store's sales promotions emphasize low prices. Because of the inconsistencies, consumers are left confused about the retailer's image and tend to shop elsewhere. What can the store manager do to resolve the problem of inconsistency with the communication mix?

Question

Quizplus · Accepted Answer

An integrated marketing communication program ensures that all forms of communication and messages are carefully linked together, providing a consistent message to consumers.

A Retailer's Magazine Advertising Campaign Builds an Image of Elegance