Invacare Corp. makes high-tech wheelchairs, hand-cycles, crutches, home-care beds, and other home-medical equipment. Its goal is to use an IMC approach to become the Nike of its industry. One of its IMC objectives is to create brand awareness among baby boomers who will soon be responsible for caring for their parents. To determine if this goal was reached, Invacare did a company positioning study, a focus group with distributors, and looked at Web site hits. Invacare was involved in the _____ stage of the IMC effort.

Question

Quizplus · Accepted Answer

Invacare was in the evaluation stage of the IMC effort, as it was assessing the effectiveness of its integrated marketing communications by conducting a company positioning study, focus groups, and analyzing website traffic.