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Achieving promotional integration with a universal

Principle of Marketing Page 446 Case study for : Snickers : Achieving Promotional Integration with a Universal Appeal-Hunger Page 445-446

1. Which promotional mix elements does Snickers use?

2. How does this Snickers campaign demonstrate the characteristics of integration?

3. What grade would you give Snickers on integration effectiveness?

4. What challenges does Mars Inc. face in maintaining the success it has achieved with the You're not you campaign?

5. What recommendations would you make to Mars Inc. for future Snickers promotional efforts?

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