In 2006 the Walt Disney Parks and Resorts launched a new theme for its integrated global marketing efforts. Which of the following was not identified as an integrated marketing strategy element:
A) Disney used research to gain insight on customer appeal.
B) Disney used the theme, "Year of a Million Dreams" in its publicity and promotional materials.
C) Disney sent out several messages over a broad a spectrum of media to appeal to the largest number of customers possible.
D) Disney positioned itself as a "transformational experience" to all age groups.
E) Disney used both qualitative and quantitative research to shape its message.

Question

Quizplus · Accepted Answer

C is incorrect because using a broad spectrum of media to appeal to a wide audience is a common element of integrated marketing strategies, but it was not specifically mentioned as a strategy element in the context of Disney's 2006 marketing efforts.

In 2006 the Walt Disney Parks and Resorts Launched a New