John owns a small mechanics shop. He decides to invest in some local advertising. In one newspaper advertisement, he talks about how affordable his shop is compared to competitors. He also takes out a radio ad stressing that his shop's prices are much lower than competitors. However, when a new customer comes in to have some body work done on her car, she is shocked to see that the final bill is much higher than what it would have cost at her previous mechanic's. When she complains to John, he informs her that his shop provides the highest in quality services, which sometimes entails higher costs. John does not appear to have an effective

Question

Quizplus · Accepted Answer

John's advertising messages in the newspaper and on the radio are not aligned with the actual prices and services provided by his shop, indicating a lack of an integrated marketing communications strategy. By advertising low prices and then charging more for quality services, he is confusing and possibly alienating potential customers. A stronger marketing plan would include consistent messaging across all channels that accurately represents the value and quality of his services. However, none of the other answer choices directly address this issue.

John Owns a Small Mechanics Shop