Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
13th Edition
ISBN: 9780134472492
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.16VC
Summary Introduction
Case summary:
The widespread “ship my pants” advertisement, Company KM again hit with a promotion that was viewed as humorous by few, a stroke of brilliance by advertising criticizers and aggressive by others. It is the most recent advertisement, “Big Gas Saving” that was propelled on Website YT preceding to airing on television and similar to that of “ship my pants” advertisement that became sensational.
In addition to pull its sales out, Company KM struck a very timely note in the tune of customer’s value “saving money on gasoline” where customers can think of saving $30 on gas than spending $50 or more it stores. The main benefit for customers is relief from traffic into KM Stores.
Characters in the case:
- Company KM
Introduction:
An advertising message conveys a meaning or message to the customers through words or pictures. It should be a message that drags customers' attention.
To determine: The reason to select Website YT to upload a video.
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Chapter 12 Solutions
Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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