MKT333 Case Study 8 - Brandyn Pham MKT333 Carder...

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Brandyn Pham MKT333 Carder 11/16/16 INTRODUCTION TO MARKETING (MKT333) Case Study #8 The Persuaders (PBS' Frontline) 1. What does the phrase Madison & Vine mean to promotional strategy? Madison & Vine represents the marriage of advertising and entertainment. Marketers of movies and television don’t market product directly, but do it indirectly through scenes and characters. In terms of promotional strategy, it is a good strategy because consumers do not feel that they are being attacked and pursued to buy the products. 2. What is Kevin Roberts referring to with the term Lovemarks ? Give an example of one from our discussions in class. Kevin Roberts uses the term Lovemarks to reference emotional connection with the brands and customers. He emphasized that all formulas and processes can be dropped for love which is the ingredient that forges the long term relationship with the customer. 3. What is the purpose of webisodes in today's promotional environment?
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