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Assume that you are the newly appointed Promotions Manager for Anheuser-Busch. To quickly bring you up to speed on your product, your VP of Marketing has asked you to prepare a short report that answers the following question:

What should be the promotional mix AND the advertising mix for Anheuser-Busch?

The Situation: NEW YORK (AdAge.com) -- Anheuser-Busch has, in recent years, walked away from a $20 million deal to be Nascar's official beer because it said the money was better spent online; surrendered exclusive beer-sponsor rights with many major sports properties; and sold itself to one of the corporate world's most notorious cost-cutters. Many observers concluded that the brewer's days of shelling out huge sums to lock opponents out of key sports deals were coming to a close. Those observers, it turns out, were wrong.

Identify factors that influence the promotional mix of a product/service.

Evaluate the promotional strategy for a brand.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M91270664
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