MINI-CASE Polo Ralph Lauren Manufactures and Sells High-Quality, Expensive Brands of of Clothing

Multiple Choice

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.
-Refer to Mini-Case. Because Polo Ralph Lauren wants to maintain close control over its image and advertising, which of the following statements is most likely true?

A) They will most likely use an outside advertising agency to develop and execute their advertising.
B) They will most likely use an agency-of-record to develop and execute their advertising.
C) They will most likely not use any outside resources, such as vendors, to assist in developing and executing their advertising.
D) They will get better media rates by not using an advertising agency to purchase their advertising time and space.
E) They will most likely use an in-house agency to develop and execute their advertising.