Dua is a marketing manager for a chain of stores that sells custom exercise apparel, called Work It.

Work It carries a wide range of athletic clothing for all types of sports and exercises.

They pride themselves on how their 'custom fit' approach maximizes athletic performance and the speed with which they can manufacture a custom product to meet their customer needs.

The following short answer and essay questions relate to Dua's experiences in marketing.

Dua decides that during the first week prior to the beginning of tennis season, she is going to set-up a prize wheel for product discounts, give away free tennis balls, and get pro tennis player Rafael Nadal to give autographs in the biggest Work It retail store. (3 marks total)

1. What category of integrated marketing communication is this an example of? (1 mark)
2. Is it generally more efficient for Dua to drive acquisitions or loyalty with her campaign? Explain why. (2 marks)

Dua decides to work with an advertising agency to create the advertisement. (4 marks total)

1. Dua is the client in this case. Consider the organizational structure of an advertising agency. What is the role of the person that will work with Dua to create the advertisement? (1 mark)
2. Name two professional ways that Dua and the agency can develop a good working relationship. (2 marks)
3. What is the name and definition of the main consequence affecting the long-term business relationship that could result if a good working relationship is not maintained? (1 mark)