Allegra Is an Antihistamine That Is Only Available Through Prescription

question 64

Multiple Choice

Allegra is an antihistamine that is only available through prescription, but to create brand awareness, it is offering people who request information about the product a cushion to use at their favourite sporting event. Its television ad shows a woman half-heartedly watching some sporting event. The voiceover asks if she is bored or congested. Next scene, the person is having a great time and is uncongested after taking Allegra. This use of the same promotional theme throughout a company's promotion is an example of how marketers use:

• A)marketing management.
• B)niche marketing.
• C)integrated marketing communications (IMC).
• D)media convergence.

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Definitions:

Pollution

The contamination of the environment by harmful or poisonous substances, leading to detrimental effects on living organisms and the natural habitat.

Marginal Benefit

The increase in an individual's or society's well-being from consuming or producing an additional unit of a good or service, emphasizing its incremental aspect.

Emissions Tax

A tax imposed on the emission of pollutants, intended to provide economic incentives for reducing environmental harm.

Pigouvian Subsidy

A financial incentive given by a government to encourage activities that have positive externalities or beneficial effects on society that are not fully compensated in the market.