The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

Question

Quizplus · Accepted Answer

The "bundle of values" the advertiser presents to the consumer is the product concept. When writing the IMC plan, the brand manager must develop a simple statement to describe the product concept-that is, how IMC will present the product. To create this statement, the company first considers how consumers perceive the product and then weighs this against the company's marketing strategy.

The "Bundle of Values" the Advertiser Presents to the Consumer