EBK MINDTAPV2.0 CONTEMPORARY MARKETING,
17th Edition
ISBN: 9781337091022
Author: Kurtz
Publisher: VST
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Chapter P6, Problem 4QCT
Summary Introduction
Case summary:
Company S marketers involves in integrated marketing communication with each brand television and across most of its programming. The main target audience of their network are women at the age of 25 to 54. Advertising at food network is more interactive and complex than advertising in traditional televisions. Because viewers are so connected to the content of the show. The recipes are made available on the network website or advertiser’s website that helps the customer for easy access and try those recipes.
They also want to advertise in the Social media F to create awareness and sales promotion. Sales promotion is one of the important part of the business that has more opportunity to generate buzz. They also created an interactive promotion among the viewers that created buzz for the local truck businesses and for the shows.
To discuss: The way how food network marketers use the technique of sales promotion to build loyalty among the audience.
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Chapter P6 Solutions
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