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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill

Promotion-Introduction to integrated marketing communications

Video Concept Case - California Cheese

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 3.

integrated marketing communicationsearly adoptersadvertising
primary demandpullingsales promotion
publicity



1

Video 13-1 (1036.0K) When It’s the Cheese promotion is used to encourage purchase of California Cheese in general, rather than a specific brand, then the communication objective is to increase . The coordination of billboards, television, and magazine ads, collectively known as plus sales promotion and public relations is called .
2

Video 13-2 (1021.0K) Much of the promotional campaign took place at the retail level, using a strategy to burn the California brand into the minds of the consumers. Taste sampling and discount coupons were used as part of .
3

Video 13-3 (1128.0K) Food writers and food chefs formed the basis for the campaign. These influentials were brought together for seminars and tastings. These then wrote newspaper and magazine stories touting recipes using California cheese.




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