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商品編號： KE1294 出版日期： 2024/03/19 作者姓名： Rucker, Derek;Luque, Alvaro 商品類別： Marketing 商品規格： 12p 再版日期： 2024/08/19 地域： United States 產業： Advertising industry 個案年度： -
商品敘述：
Avocados from Mexico (AFM) is a marketing organization that exists to 1) build brand equity for avocados exported from Mexico to the United States and 2) increase category consumption. In preparing for 2022, after several years of successful advertising campaigns, the AFM decided to develop its next omnichannel strategy. A critical part of this decision was whether the company should continue to tout its product in Super Bowl advertisements. Although the organization had advertised in the Super Bowl from 2015 through 2020 as a media channel, the Super Bowl was growing in expense. Moreover, in 2021, AFM did not advertise in the Super Bowl yet achieved considerable success, calling into question the importance of Super Bowl advertising''s role in the brand''s omnichannel strategy.
涵蓋領域：
Advertising;Advertising media;Brand equity;Brand management;Consumer marketing;Marketing;Marketing channels;Marketing communications;Marketing strategy
相關資料：
, (KE1295), p, by Derek Rucker, Alvaro Luque
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