7. IMC Perspective 16-2 discusses the contest developed by Quaker Foods North America for Life cereal whereby
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7. IMC Perspective 16-2 discusses the contest developed by Quaker Foods North America for Life cereal whereby parents could have their child considered for casting in a remake of the iconic “Mikey Likes It!” commercial.
Evaluate this promotion and its potential to contribute to brand equity for Life cereal. Do you think the promotion and the remake of the commercial will help increase sales for Life? (LO 16-2, 16-3)
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Related Book For 
Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9781260570991
12th International Edition
Authors: George Belch, Michael Belch
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