MANAGERIAL MARKETING BY JAMES FINCH.
Review the article:
Stanford, D. (2012). Mountain Dew wants some street cred. Bloomberg Business week. Retrieved from EBSCOHost.
- Ziethammer, R. (2006). Forward-looking bidding in online auctions. Journal of Marketing Research, 43, 462-476. Retrieved from EBSCOHost.
In a 2-3 page paper, answer the following:
- Is Mountain Dew’s advertising campaign directed at the right market segment, does it differentiate the product from the competition, and does it communicate effectively the product benefits? Explain your answer.
- Provide a proposed redesign of the campaign that could have a more universal appeal. What communication channels should be focused on? Why?
Paper must be in the correct APA writing style. Include a minimum of 2-3 resources; 1 resource must be peer reviewed.