Scenario 1-2 Chug Enterprises Is Planning to Create a New Line of Line

question 29

Multiple Choice

Scenario 1-2
Chug Enterprises is planning to create a new line of products and enter into the sports drink market.They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market.The second product will be advertised to adults as being the lowest calorie sports drink one can buy.The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure.Each product will have separate, distinctive packaging.
-(Scenario 1-2) To help build brand awareness, customer preference, and loyalty, Chug Enterprises plans a coordinated campaign using a variety of tools such as advertising in mass media, direct marketing, and Internet advertising.This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises's products to their lives and value systems is known as .

• A)brand extension
• B)integrated brand promotion
• C)advocacy advertising
• D)institutional advertising

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Definitions:

Low-Level

Pertaining to basic or rudimentary aspects of a process or operation, often without involving complexities.

Autonomy

The quality or state of being self-governing; the ability to make one's own choices and decisions independently.

Concrete Goal

a clear, specific, and achievable target or objective that someone aims to reach.

Abstract Goal

A goal that is not tied to a specific, tangible outcome, often more conceptual or general in nature.