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In the past, during the Super Bowl, Doritos showcases one commercial, which is selected from thousands submitted by consumers. After researching the winners of the

In the past, during the Super Bowl, Doritos showcases one commercial, which is selected from thousands submitted by consumers. After researching the winners of the Doritos commercial contest, explain how Doritos uses IMC (Integrated Marketing Communication) to maximize exposure before, during and after the Super Bowl, and how this strategy helps Doritos maintain the brand relevant in the eyes of the consumer.

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