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

Exercise 9

Suppose you are the owner of a new board shop (e.g., long boards, skateboards, kite boards, snowboards) located in your college or university community that caters primarily to the campus population. Your fledgling store cannot yet afford media advertising, so the promotional burden rests on stimulating positive word-of-mouth communications. Present a specific strategy for how you might go about stimulating positive WOM.