Droid In 2009, Verizon Introduced the Droid, Billed as the "Anti-IPhone

Droid
In 2009, Verizon introduced the Droid, billed as the "anti-iPhone," targeted primarily to 20-40 year-old males concerned with functionality. The launch of the new smart phone was supported by a $100 million promotional campaign that included TV and billboard advertisements and in-store displays as well as digital media. The positioning of the brand is summed up in the promotional tagline, "In a world of doesn't, Droid does." The world of "doesn't" is an indirect swipe at the iPhone's shortcomings. One unique feature of the Droid is voice-activated web-browsing through cutting-edge Google software. In contrast to the iPhone's "There's an app for that" campaign, the ads and microsite, Droiddoes.com, look more like a sci-fi movie than traditional advertising.
-Refer to Droid.Verizon took great care in coordinating all elements of its promotional mix to ensure the same message was being sent. The science-fiction positioning includes techno-sounding music,dark colors,and a young man in the ads and the videos on the Web site and even new shirts for the employees in Verizon retail stores. This is an example of:

A) public relations
B) integrated marketing communications
C) decoding
D) promotional marketing communications
E) the AIDA concept

Correct Answer:

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