Disney is using an integrated marketing communications program

Based on relative competitive scope (broad target to narrow target)
March 13, 2020
Sara Burns is the owner of a company called Spice and was looking for a new product to go with her company’s line
March 13, 2020

Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks,

because its strategy includes using all types of promotional activities that deliver a consistent message.

it does not want to reach any member of its target audience more than once.

IMC is less expensive than other forms of promotion, such as public service announcements.

if it didn’t, Disney would have to use indirect personal selling.

it is more concerned about frequency than reach.

The local radio station broadcasted a story about the dry cleaners that requested coat donations. They would clean the coats and deliver them to people in need. The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off. Because this featured business did not pay for this exposure, it is benefiting from publicity.

advertising.

direct marketing.

personal selling.

a public service announcement.

Recently American Express, Visa, and MasterCard have been pushing hard into the small-ticket end of the credit card market. The purchase of items such as fast food meals, movie popcorn, and candy have been targeted as growth areas for credit card usage. This is an example of a _____ strategy on the part of the credit card companies. market penetration

market development

product development

diversification

product dissemination

 
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