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:
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.