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Olive Garden has become one of the most well-known Italian-type restaurants. It is promoted as a family-oriented restaurant that provides quality [...]
May 7, 2014
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The following videos present some interesting concepts concerning consumer behavior. The first makes an interesting point about advertising and [...]
May 7, 2014
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Sears owns three private brands – Kenmore, Craftsman and Diehard. Like a number of other private brands, Sears has launched advertising [...]
May 7, 2014
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Target has increased its advertising budget in an effort to rejuvenate the brand. The company also have promoted its logo apart from the brand [...]
May 7, 2014
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Branding is a critical component of integrated marketing communications. Companies spend considerable time and money to ensure its brands [...]
May 7, 2014
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Segmentation, targeting and positioning are critical components of IMC planning. The first video describes the process used by McDonald’s. [...]
May 5, 2014
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As described in Chapter 4, Carnival Cruise Lines developed a segmentation strategy based on non-users. They developed a campaign targeting [...]
May 5, 2014
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Motel 6 was presented in the opening of Chapter 4. The original campaign for Motel 6 began with The Richards Group through focus group research. [...]
May 5, 2014
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Strong brands take years to build, but can be destroyed in days. Understanding and implementing a crisis management plan can reduce the negative [...]
May 5, 2014
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Interstate Batteries is an active sponsor with NASCAR and is easily recognizable by NASCAR fans. Resources: Ad No Battery Lasts Longer Ad More [...]
May 5, 2014
Clow/Baack 