In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. In 2002, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. What was Burger King using?

Question

Quizplus · Accepted Answer

Burger King was using integrated marketing communications (IMC), which involves coordinating all promotional elements and creating a seamless brand message across multiple channels to achieve a desired outcome. This aligns with Burger King's goal of reversing negative perceptions and building social currency through a consistent and coordinated promotional message. IMC includes advertising, sales promotion, public relations, personal selling, and direct marketing, all of which Burger King likely utilized in its overall marketing strategy.

In January 2005, Burger King Sponsored the Opener of the Third