Phillip owns a small mechanics shop. He decides to invest in some local advertising. In one newspaper advertisement, he talks about how affordable his shop is compared to competitors. He also takes out a radio ad stressing that his shop's prices are much lower than competitors. However, when a new customer comes in to have some body work done on her car, she is shocked to see that the final bill is much higher than what it would have cost at her previous mechanic's. When she complains to Phillip, he informs her that his shop provides the highest in quality services, which sometimes entails higher costs. Phillip does not appear to have an effective

Question

Quizplus · Accepted Answer

Phillip's advertising message in the newspaper and radio ad emphasizes affordability and low prices, but his actual pricing for services suggests otherwise. This inconsistency indicates a lack of an integrated marketing communications strategy where all forms of advertising and marketing messages should align with the actual pricing and quality of services offered. Therefore, the best choice is B, an integrated marketing communications strategy.

Phillip Owns a Small Mechanics Shop