Brown & Williamson tobacco company created an IMC program for Kool cigarettes,which focused on the brand's multicultural strengths.The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed.Brown & Williamson used:
A)test marketing.
B)persuasive measures.
C)comprehensive measures.
D)psychological measures.
E)single-source tracking.

Question

Quizplus · Accepted Answer

The use of posttest results and modifications after running the campaign in a specific geographic area indicates that Brown & Williamson used test marketing to evaluate and improve their IMC program for Kool cigarettes.

Brown & Williamson Tobacco Company Created an IMC Program for Kool