Brown & Williamson tobacco company created an IMC program for Kool cigarettes, which focused on the brand's multicultural strengths. The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed. Brown & Williamson used:

Brown & Williamson tobacco company created an IMC program for Kool cigarettes, which focused on the brand's multicultural strengths. The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed. Brown & Williamson used:

Brown & Williamson tobacco company created an IMC program for Kool cigarettes, which focused on the brand's multicultural strengths. The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed. Brown & Williamson used:


A. test marketing.

B. persuasive measures.

C. comprehensive measures.

D. psychological measures.

E. single-source tracking.



Answer: A


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