One of the best ways to provide information today is to establish a World Wide Web site. D. Managing Demand 1. Another objective is to help manage demand and build sales for your products. When supply is short, IMC messages can temporarily discourage customer buying. IMC can boost primary and selective demand.
Primary demand is demand for all products in a particular category.
Selective demand is demand for your own brand. E. Differentiating Products 1. A fourth objective is to differentiate products from those of rivals. Differentiation sets a product apart from its competitors. To reinforce this, all your IMC messages must work together to communicate the uniqueness of this added value.