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


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