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

Test your Knowledge

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

Discussion Question #2: Would an initiative like the Mystery Flavor Quest game promotion be a good choice for most consumer packaged goods? Why or why not?

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