Acme products markets a new line of eco-friendly household cleaning products in Southwest Florida. To raise awareness and encourage trial, they buy advertising time on cable TV, place full page ads in women's magazines, and provide cents off coupons via local newspapers. Each new communication undergoes a review process to ensure that it displays the new green brand logo. Acme is doing which of the following:
a. Segmenting its target audience c. Managing the IMC process
b. Commissioning an advertising campaign d. None of these
Question 2
GM is trying to reinvent the Cadillac brand with new car designs and a new brand story. They commission an integrated marketing communications campaign using several media. A key component of their ads is music by contemporary groups like the Teddy Bears and Melikka. GM is considered:
a. the client
b. the advertising agency.
c. regulatory agencies that control advertising.
d. the audience member who receives a message.
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