Posted: March 21st, 2023
11.2 Action Required:
Chapter Reading: Read Ch-18 Integrated Marketing Communications? from the text book- Dhruv Grewal and Michael Levy (2022) Marketing? (8th Edition). McGraw-Hill Education.
Read the following Video Summary: In 2007, Frito-Lay wanted to engage customers with its Doritos brand. The company launched its successful Crash the Super Bowl? program (which continued for almost a decade) and mystery flavor? promotions for new Doritos flavors. The video describes these initiatives.
Core Concepts Covered: Integrated Marketing Communications, Online Marketing
11.3 Test your Knowledge (Answer one of the following Questions):
Discussion Question #1: Why was Crash the Super Bowl such a successful promotion? In what ways did it encourage engagement with the Doritos brand?
Would an initiative like the Mystery Flavor Quest? game promotion be a good choice for most consumer packaged goods? Why or why not?
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