Scenario 1-2 Chug Enterprises Is Considering Entering the Already-Crowded Sports Drink Market

question 10

Multiple Choice

Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with a line of products. The first brand will be advertised to teenagers as being the best-tasting sports drink on the market. The second brand will be advertised to adults as being the lowest calorie sports drink you can buy. The third brand will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each brand will have separate, distinctive packaging. However, the drinks inside are actually identical to one another.
-(Scenario 1-2) To help build brand awareness, preference and loyalty, Chug Enterprises plans a coordinated campaign using a variety of promotional tools including advertising. This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises products to their lives and value systems is considered:

• A) delayed response advertising.
• B) institutional promotion.
• C) indirect response advertising.
• D) integrated marketing communication.

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Definitions:

Extrinsic Motivation

Motivation driven by external rewards such as money, praise, or avoidance of punishment, rather than by intrinsic interest or enjoyment in the task itself.

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