Brown & Williamson Tobacco Company Created an IMC Program for Kool

question 26

Multiple Choice

Brown & Williamson tobacco company created an IMC program for Kool cigarettes,which focused on the brand's multicultural strengths.The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed.Brown & Williamson used:

• A)test marketing.
• B)persuasive measures.
• C)comprehensive measures.
• D)psychological measures.
• E)single-source tracking.

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Definitions:

Principle Reasons

The fundamental or primary causes and motivations behind an action or situation.

Delaying

The act of postponing or deferring an action or event to a later time.

Born Out of Wedlock

Refers to a child born to parents who are not legally married to each other.

Foster Children

Children placed by a government or a social service agency into temporary care with a state-certified caregiver, known as foster parents.