EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461427
Author: Armstrong
Publisher: YUZU
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Question
Chapter 14, Problem 14.9AC
Summary Introduction
Case summary:
Company T was founded by Person B. It is a manufacturer of shoes. Company T took the social media platform and posted saying that for a post of bare feet a pair of shoe will be donated to the needy. This went viral and many post with the #withoutshoes. The company donated 296,243 pairs of shoes and awarded as Silver Anvil Award of Excellence from the Public Relations Society of Country A.
Later it started manufacturing eyewears and others.
Characters in the case:
- Company T
- Person B
To classify: The way the Company T used its public relation for the campaign #withoutshoes as a promotional mix and the ways the tools helps to promote the Company T.
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