A retailer's magazine advertising campaign builds an image of elegance and high fashion,yet the store's sales promotions emphasize low prices.Because of the inconsistencies,consumers are left confused about the retailer's image and tend to shop elsewhere.What can the store manager do to resolve the problem of inconsistency with the communication mix?

Question

Quizplus · Accepted Answer

Developing an integrated marketing communication program would be the best option for the store manager to resolve the inconsistency problem with the communication mix. An integrated marketing communication program brings together all the elements of a communication mix, such as advertising, sales promotion, public relations, personal selling, and direct marketing, into a cohesive and consistent message. By developing an integrated marketing communication program, the store manager can ensure that all elements of communication convey the same message and image of elegance and high fashion, while still promoting low prices. This will help to eliminate confusion among consumers and improve the store's overall image and sales. Options A, B, D, and E may be useful in certain circumstances, but none of them provide a comprehensive solution to the problem of inconsistency with the communication mix.

A Retailer's Magazine Advertising Campaign Builds an Image of Elegance