Scenario 1-2
Chug Enterprises is planning to create a new line of products and enter into the sports drink market.They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market.The second product will be advertised to adults as being the lowest calorie sports drink one can buy.The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure.Each product will have separate, distinctive packaging.
-(Scenario 1-2) To help build brand awareness, customer preference, and loyalty, Chug Enterprises plans a coordinated campaign using a variety of tools such as advertising in mass media, direct marketing, and Internet advertising.This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises's products to their lives and value systems is known as .

Question

Quizplus · Accepted Answer

The process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises's products to their lives and value systems is known as integrated brand promotion. This involves using a variety of tools such as advertising in mass media, direct marketing, and Internet advertising. Brand extension refers to using a brand name established in one product category to enter into a different product category. Advocacy advertising is advertising that promotes a particular point of view rather than a product or service. Institutional advertising is advertising that promotes a company or organization as a whole, rather than a specific product or service.

Scenario 1-2 Chug Enterprises Is Planning to Create a New Line of Line