Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com.(https://www.armandhammer.com/en/personal-care) Through the use of IMC, Arm & Hammer is hoping to create _____ for its
A)brand adaptation
B)laggard adoption
C)mass customization
D)brand identity
E)cognitive dissonance

Question

Quizplus · Accepted Answer

Through the use of IMC and the baseball star endorsement, Arm & Hammer is hoping to create a brand identity for its UltraMax deodorant that emphasizes its strength and ability to provide extra muscle for the game of life. The sweepstakes and $1-off coupon promotion are also designed to reinforce this brand identity and encourage customers to try the product.

Arm & Hammer UltraMax Deodorant Contains Time-Released Baking Soda and Provides