Ultra-Long deodorant's tagline says "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time," appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product.
A)brand evangelism
B)brand dilution
C)brand language
D)brand identity
E)brand repositioning

Question

Quizplus · Accepted Answer

Ultra-Long is hoping to primarily create brand identity for its new product through its tagline, advertising, and sweepstakes contest. The tagline emphasizes the strength and endurance of the product, while the advertising features a baseball star to associate the product with athleticism and competitiveness. The sweepstakes contest encourages customers to buy the product and engage with the brand, helping to reinforce the brand identity.

Ultra-Long Deodorant's Tagline Says "Timely Strength for the Match of Life