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
- Behind The Scenes Of Oreo’s Real-Time Super Bowl Slam Dunk
- For Oreo Campaign Finale, a Twist on Collaboration
- 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.
As a reminder, your essay should include an introduction and conclusion. Please do not write short answer responses.
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
- Behind The Scenes Of Oreo’s Real-Time Super Bowl Slam Dunk
- For Oreo Campaign Finale, a Twist on Collaboration
- 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.
As a reminder, your essay should include an introduction and conclusion. Please do not write short answer responses.
The essays must be at 2-3 pages, double-spaced with 12-point, Times New Roman font. Each essay must include (1) a well thought-out introduction, with a thesis statement and a brief summary the issues you will discuss, (2) intervening paragraphs, directly responding to the questions/issues, and (3) a concluding paragraph, summarizing you main points. The essays must be supported by references to the text and/or other marketing resources. **All references must be cited on a separate page, which will not be included in the page count for your essay.
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