Question: Action Required: Chapter Reading : Read Ch-18 Integrated Marketing Communications from the text book- Dhruv Grewal and Michael Levy (2022) Marketing (8th Edition). McGraw-Hill Education.

Action Required:

Chapter Reading: Read Ch-18 Integrated Marketing Communications from the text book- Dhruv Grewal and Michael Levy (2022) Marketing (8th Edition). McGraw-Hill Education.

Video Link: https://www.viddler.com/embed/9cbb3b48

Read the following Video Summary: In 2007, Frito-Lay wanted to engage customers with its Doritos brand. The company launched its successful Crash the Super Bowl program (which continued for almost a decade) and mystery flavor promotions for new Doritos flavors. The video describes these initiatives.

Core Concepts Covered: Integrated Marketing Communications, Online Marketing

11.3 Test your Knowledge (Answer one of the following Questions):

Discussion Question #1: Why was Crash the Super Bowl such a successful promotion? In what ways did it encourage engagement with the Doritos brand?

Would an initiative like the Mystery Flavor Quest game promotion be a good choice for most consumer packaged goods? Why or why not?

11.4 Instructions

Answer the question in test your knowledge section.

Post your answers in the discussion board using the discussion link below.

(Week 11: Interactive learning Discussion)

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