UNDERSTANDING BUSINESS (LL/ACCESS)
13th Edition
ISBN: 9781264671656
Author: Nickels
Publisher: MCG
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Chapter 16.4, Problem 16.4AQ
Summary Introduction
To discuss: The reason behind the success of promotion of ice bucket challenge to create awareness about the disease ALS.
Introduction: The unpaid information about individual, product or event being distributed through the media platforms among the public is known as the publicity.
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In the summer of 2014, people with connections to ALS (Lou Gehrig’s disease) raised awareness of the condition by urging people to post videos of them dumping buckets of ice water over their heads and challenge others to do the same. The efforts raised millions of dollars in online donations to the ALS Association for enhanced research and patient services. This real time marketing campaign generated 17 million videos uploaded to social media platforms from 159 countries. Celebrities posting videos included Will Smith, Bill Gates, Oprah Winfrey, and Mark Zuckerberg. The Ice Bucket Challenge generated 70 billion video views while raising $220 million. The best part? Zero dollars were spent to promote the Ice Bucket Challenge, yet 440 million people saw it. The ALS Association has now turned the wildly successful challenge into an annual social media campaign, bringing back the original Ice Bucket Challenge .Every August until a Cure. For more information, visit…
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Rajesh was a chemical engineer working for a company selling insect killer spray. He was aware how this product could harm the health of the users and was constantly looking for ways to improve the product. Filled with innovative zeal, he worked hard and developed a mosquito repellent which produces sonic waves to drive away mosquitoes. It is non-smoky and does not emit any kind of fragrance or odour. It was safe to use as the sonic waves do not affect human beings or plants. He decided to name his product as “Dengularia Free”. The product was to be packed in a corrugated box with an extension cord as free gift. Its price was fixed at Rs. 260 per unit. A replacement warranty for one year will be given as an introductory offer. He decided to sell this product through agents who will sell to both the wholesalers and retailers depending upon the market to be catered.
QUESTION:Identify any five elements of marketing mix used by Rajesh
Chapter 16 Solutions
UNDERSTANDING BUSINESS (LL/ACCESS)
Ch. 16.2 - Prob. 16.2AQCh. 16.2 - Prob. 16.2BQCh. 16.2 - Prob. 16.2CQCh. 16.3 - Prob. 16.3AQCh. 16.3 - Prob. 16.3BQCh. 16.3 - Prob. 1TPCh. 16.3 - Prob. 2TPCh. 16.3 - Prob. 3TPCh. 16.4 - Prob. 16.4AQCh. 16.5 - Prob. 16.5AQ
Ch. 16.5 - Prob. 4TPCh. 16.5 - Prob. 5TPCh. 16.5 - Prob. 6TPCh. 16.6 - Prob. 16.6AQCh. 16.6 - Prob. 16.6BQCh. 16.6 - Prob. 7TPCh. 16.6 - Prob. 8TPCh. 16.6 - Prob. 9TPCh. 16 - Prob. 1CECh. 16 - Prob. 2CECh. 16 - Prob. 3CECh. 16 - Prob. 4CECh. 16 - Prob. 1CTCh. 16 - Prob. 2CTCh. 16 - Prob. 3CTCh. 16 - Prob. 4CTCh. 16 - Prob. 1DCSCh. 16 - Prob. 2DCSCh. 16 - Prob. 3DCSCh. 16 - Prob. 4DCSCh. 16 - Prob. 5DCSCh. 16 - Prob. 1PPTCh. 16 - Prob. 2PPTCh. 16 - Prob. 3PPTCh. 16 - Prob. 1VCCh. 16 - Prob. 2VCCh. 16 - Prob. 3VC
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