Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 2, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 67396 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 2, Problem Additional_Discussion_Questions 1 : 11.In recent years a very good example of...

11.In recent years a very good example of a successful IMC strategy is GEICO’s successful market approach. What factors have ed to the success of this company?


Step-By-Step Solution

11.GEICO started off with a successful segmentation and target marketing strategy. By fulfilling the unmet needs of these segments, GEICO became quite successful. Rather than resting on this concentrated strategy, however, the company continued to pursue an aggressive strategy, expanding into different segments with a variety of product offerings.

If you examine GEICO’s marketing strategy now, you will see that the company pursues a highly integrated approach, targeting a variety of segments. Their advertising and promotion budget has grown dramatically, and they develop very different IMC strategies for each segment they enter. Look at the variety of advertisements and commercials GEICO employs, depending on the segment targeted. Also pay attention to the variety of media the company uses. From TV commercials to internet advertising, direct mail, promotions and sponsorships, GEICO seems to appear everywhere. The company truly has a very pervasive media strategy.

GEICO has also successfully pursued a strong customer relationship strategy with their customers. They maintain a high degree of customer satisfaction, and hold on to their customers by keeping them satisfied.


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