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4. IMC Perspective 16-1 discusses how marketers are using contests as a way of increasing involvement with

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4. IMC Perspective 16-1 discusses how marketers are using contests as a way of increasing involvement with their products and/or services and building brand equity.Discuss how a contest can be used to increase involvement and contribute to brand equity.

Find an example of a contest that you believe contributes to the equity of a brand and explain how it does so.

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Advertising and Promotion an integrated marketing communications perspective

Advertising and Promotion an integrated marketing communications perspective

ISBN: 978-0072536768

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Authors: George E. Belch, Michael A. Belch

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