Pepsi-Lipton Brisk
This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads and social) media. Learning Objective: This case is intended to (1) introduce students to the six M's Framework for defining a promotional campaign (Medium, Metrics, Message, Mission, Market and Money), (2) to help them understand the benefits and quantitatively measure the trade-offs of different video-based media (television, online and viral ads) and to (3) discuss how to align creative executions of ads with the choice of media and metrics of effectiveness
Year of publication: |
2012
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Authors: | Teixeira, Thales ; Caverly, Alison |
Publisher: |
[S.l.] : SSRN |
Subject: | Entwicklungshilfe | Development aid | Wissenschaftliche Methode | Scientific method | Entwicklungsorganisation | Development organization | Deutschland | Germany | Sowjetunion | USSR |
Description of contents: | Abstract [papers.ssrn.com] |
Saved in:
Extent: | 1 Online-Ressource |
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Series: | Harvard Business School Marketing Unit Case ; No. 512-011 |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments February 3, 2012 erstellt Volltext nicht verfügbar |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014170149
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