Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with a line of products. The first brand will be advertised to teenagers as being the best-tasting sports drink on the market. The second brand will be advertised to adults as being the lowest calorie sports drink you can buy. The third brand will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each brand will have separate, distinctive packaging. However, the drinks inside are actually identical to one another.
-(Scenario 1-2) To help build brand awareness, preference and loyalty, Chug Enterprises plans a coordinated campaign using a variety of promotional tools including advertising. This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises products to their lives and value systems is considered:

Question

Quizplus · Accepted Answer

Integrated marketing communication (IMC) is a process for planning, executing and monitoring brand communication programs that combine and coordinate a range of promotional tools to build brand awareness, preference and loyalty. IMC recognizes that each promotional tool will contribute differently to the overall promotional mix but must work in harmony to deliver a consistent message and appearance for the brand. As Chug Enterprises plans to use a variety of promotional tools, including advertising, to build brand awareness, preference and loyalty, the process can be classified as integrated marketing communication. The other answer choices do not accurately describe the process being undertaken by Chug Enterprises.

Scenario 1-2 Chug Enterprises Is Considering Entering the Already-Crowded Sports Drink Market