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| Topic: |
Business
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| Number of pages / Number of words: |
6 / 1476 |
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In an infamous last ditch effort, Kastner's team came up with the "Red Bull gives you wiiiings!!" ad campaign. Advertising was used to reinforce, not introduce, the brand experience. Red Bull only aired ads after the launch phase, and they remain a small part of the overall marketing mix. The company is also clever about the more subtle aspects of media planning...
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Advertising was used to reinforce, not introduce, the brand experience. Red Bull only aired ads after the launch phase, and they remain a small part of the overall marketing mix. The company is also clever about the more subtle aspects of media planning. For instance, the brand stays off-air during the peak summer months, when share of voice would sink significantly anyway...
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