The opening vignette of chapter 19 is about Oreo, including its real-time marketing efforts. Read the following very short articles which were the sources for the vignette:
- Inside Oreo’s Adorable Triple Play for Father’s Day http://www.adweek.com/brand-marketing/inside-oreos…
- Behind The Scenes Of Oreo’s Real-Time Super Bowl Slam Dunk http://web.a.ebscohost.com.mylibrary.wilmu.edu/eho…
- Brand Genius 2012: Lisa Mann, Oreo How do you eat your Oreo? Lisa explains http://www.adweek.com/brand-marketing/brand-genius…
- For Oreo Campaign Finale, a Twist on Collaboration http://www.nytimes.com/2012/09/25/business/media/o…
- Cookie time http://archive.indianexpress.com/news/cookie-time/…
In your essay, analyze the effectiveness of this marketing campaign. Consider the following:
- What were the target market(s)?
- Which of the 4 communication objectives (pg. 565) do you think were met? There may be more than one. Support your answer with examples from the campaign.
- Provide an example of how the communication channels were effectively integrated.
Essay is to be one written page, double spaced, Times New Roman, 12pt font
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