Answers To End Of Chapter Learning Aids
1 Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC
strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time magazine.
The message is designed to announce new styles for the season and uses a 18-year-old woman as the
model. Evaluate this strategy, and if appropriate propose an alternative.
2 Using the steps in the AIDA model, explain why a potential consumer in question 1 who views
Juicy Couture’s advertising may not be ready to go out and purchase a new pair of jeans.
3 Suppose a snack company introduces a new product called SumSeeds—sunflower seeds with
energy boosters like caffeine, taurine, lysine, and ginseng. How would you expect this product’s IMC
program to differ from that for regular sunflower seeds sold as snacks?
4 It’s holiday time, and you’ve decided to purchase a box of chocolates for the person of your
choice. Evaluate how Godiva’s advertising, personal selling, public relations, and electronic media
might influence your purchase decision. How might the relativeimportance of each of these IMC
elements be different if your parents were making the purchase?