Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 13

One key feature of IMC is the emphasis on affecting behavior and not just its antecedents (such as brand awareness or favorable attitudes). For each of the following situations, indicate the specific behavior(s) that marketing communications might attempt to affect: (a) your university's advertising efforts, (b) a professional baseball team's promotion for a particular game, (c) a government agency's efforts to improve food safety, and (d) Gatorade's sponsorship of a volleyball tournament.