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One powerful result of integrating digital with traditional media is what Unilever calls “superdistribution,” the idea of getting Web programs, most often video, picked up by other media—most often for free. One of the best examples is Dove’s “Evolution” video created as part of its “Real Beauty” campaign. “Evolution” shows an ordinary young woman being transformed into a beautiful poster model with a lot of help from a make-up artist and photo-editing software. The end line: “It’s no wonder our perception of beauty is distorted.” “Evolution” has racked up an impressive 20 million views on YouTube and other video sites. But throw in viewership via everything from TV news and talk shows to classrooms and general word-of-Web, and global viewership has exceeded 400 million. To put that in perspective, the video—which cost just $50,000 to make—has created the equivalent of $200 million worth of free media coverage.
Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed.
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