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 on 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 Enterprise's products to their lives and value systems is known as ________.

Question

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 on 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 Enterprise's products to their lives and value systems is known as ________.

Quizplus · Accepted Answer

Integrated brand promotion is the process of combining various marketing communication tools to build brand awareness, customer preference, and loyalty. Chug Enterprises' plan of using advertising in mass media, direct marketing, and internet advertising to promote their new line of sports drinks with distinctive packaging and targeted advertising to specific age groups falls under the category of integrated brand promotion. Brand extension refers to leveraging an existing brand name for a new product or category, advocacy advertising aims to persuade customers to support a particular issue, and institutional advertising promotes the overall brand image and reputation rather than a specific product.

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