INTRODUCTION TO MARKETING (MKT333)
Case Study #8
The Persuaders
(PBS’ Frontline)
1. What does the phrase Madison & Vine mean to promotional strategy?
2. What is Kevin Roberts referring to with the term Lovemarks? Give an example of one from our discussions in class.
3. What is the purpose of webisodes in today’s promotional environment?
4. What does Dr. Rapaille mean by The Code? Why are some products off-code?
5. Why does the Director of Marketing for American Express see TV advertising as “paying more for diminishing returns?”
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