• Consumers of all ages may reasonably worry that their identities will be stolen, leading to a variety of problems and challenges. Note that no [...]

  Identity Theft Protection (Chapter 4)

  September 4, 2019
• Segmentation, targeting and positioning are critical components of IMC planning. The first video describes the process used by McDonald’s. [...]

  Segmentation and Positioning (Chapter 4)

  May 5, 2014
• As described in Chapter 4, Carnival Cruise Lines developed a segmentation strategy based on non-users. They developed a campaign targeting [...]

  Carnival Cruise Line (Chapter 4)

  May 5, 2014
• Motel 6 was presented in the opening of Chapter 4. The original campaign for Motel 6 began with The Richards Group through focus group research. [...]

  Motel 6 (Chapter 4)

  May 5, 2014