Old Spice's campaign that targeted women with the slogan "The man your man could smell like" was also an example of a successful IMC approach that used 30-second commercials to draw audiences to digital media online where they can have a deeper, richer brand experience.
Answer the following statement true (T) or false (F)
True
The Internet enables customers and other stakeholders to truly respond to a company's media communications in real time, using the same channel for feedback that the company used for promotion. First run on TV, Old Spice's the "Man You're Man could Smell Like" ads were used to drive audiences online. Older media platforms like TV and radio, which are "intrusive" (you experience the ad whether you want to or not) can be used to draw attention to online destinations where audiences can have a deeper, richer brand experience. Old Spice made a splash on TV, but the brand sealed the deal with its target audiences online.
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