Ch19 Article 2 - Page 1 of 2 2009 Factiva Inc All rights...

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Unformatted text preview: Page 1 of 2 2009 Factiva, Inc. All rights reserved. Advertising Media & Marketing Velveeta Gets Ready to Party --- Thousands Apply to Host Special Super Bowl Gatherings By Julie Jargon 747 words 29 January 2009 The Wall Street Journal J B8 English (Copyright (c) 2009, Dow Jones & Company, Inc.) On Sunday, thousands of women across the country are expected to welcome friends to their homes not just to watch the Super Bowl, but to dip into bowls of Velveeta ultimate queso dip. For snack-food manufacturers, including Velveeta maker Kraft Foods, there's no bigger day than the day of the big game, when Americans eat 46% more chips than on a typical Sunday, according to market researcher NPD Group. Trying to get more consumers to dip their chips into Velveeta, Kraft turned to House Party Inc., an Irvington, N.Y., marketing firm whose specialty is setting up parties to promote clients' products. Using its database, House Party emailed Internet-savvy women ages 25 to 50, Velveeta's target market, offering them the chance to host a game-day party featuring Velveeta. Both House Party and Kraft also promoted the offer on their Web sites. More than 15,000 women applied, and 2,500 Velveeta lovers werepromoted the offer on their Web sites....
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This note was uploaded on 01/26/2011 for the course MKT 337h taught by Professor Staff during the Spring '08 term at University of Texas.

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Ch19 Article 2 - Page 1 of 2 2009 Factiva Inc All rights...

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