M&Ms Offers People the Opportunity to Order the Candy in Special

question 47

Multiple Choice

M&Ms offers people the opportunity to order the candy in special colors or with customized sayings. How would you classify M&Ms' ebusiness strategy?

• A) Information richness
• B) Mass customization
• C) Personalization
• D) Interactivity

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Definitions:

Billboard

A large outdoor advertising structure typically found in high-traffic areas, used to display promotional marketing messages or campaigns.

AIDA Model

A marketing model that outlines the customer journey through four stages: Attention, Interest, Desire, and Action, to guide promotional strategies.

Think Stage

refers to the preliminary phase in a process or project where ideas are conceptualized and plans are formulated.

Awareness

refers to the extent to which consumers are familiar with the qualities or image of a particular brand, product, or service, marking the initial step in the purchasing decision process.