A retailer's magazine advertising campaign builds an image of elegance and high fashion, yet the store's sales promotions emphasize low prices. Because of the inconsistencies, consumers are left confused about the retailer's image and tend to shop elsewhere. What should the store manager do to resolve the problem of inconsistency with the communication mix?
A. The manager should re-train associates to support the image of elegance and fashion.
B. The manager should develop an integrated marketing communication program.
C. The manager should reduce the prices of the products across all categories.
D. The manager should imitate the communication programs of successful competitors.
E. The manager should re-examine the elements of the mix that can be eliminated.
Answer: B
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