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Question
Scenario1-6Gillette M3Powera MACH3 razor innovationis a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave. M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies. M3Power outperforms all other blades and razors in closeness, comfort, and safety during and after the shave. Gillette M3Power features other innovations beyond power: new blades featuring PowerGlideâ„¢an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip and a technologically-advanced handle (www.Gillette.com). Recently, Gillette Co. sent direct mailers to users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated advertisements to male customers were developed to increase awareness of this product. Gillette said that its goal was to have a market awareness rate of 70 percent within four months.
Gillette advertises its razors at every popular sports event that takes place in the country. It also uses billboard ads and television commercials to display a person using a multi-blade razor with the slogan "the best a man can get". This is an example of____ .
a. integrated brand promotion
b. direct response advertising
c. institutional advertising
d. mobile marketing
Answer
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