Establish a competitive advantage

1. What part did ‘word of mouth’ play in the success of Boost’s ‘miracle cream’?

2. What marketing communications tools did Boots use in the campaign following the Horizon programmed?

3. Why would Boots use an actress ‘just like you’ in their advertisements?

1. How are Boots using digital media to publicize their products?

2. What are organizations paying more attention to in order to establish a competitive advantage?

3. What are the main drivers towards integrated marketing communications?

Solution: