Question 7
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Conformability
Able to communicate a brand message to a variety of different groups of people Provide different information to consumers with different needs
Commonality
Create a consistent and cohesive brand message
Coverage
Can we reach our audience?
6 C's
Criteria for effective and efficient communications 6 C's Coverage Contribution Commonality Complementarity Conformability Cost
Contribution
Does it create the desired response?
Cost
How much does a communication strategy cost and is there a good ROI?
Complementarity
Using different marketing techniques to create a good message that is emphasized across all of the communication options
