Assume that you are the newly appointed Promotions Manager for Anheuser-Busch. To quickly bring you up to speed on your product, your VP of Marketing has asked you to prepare a short report that answers the following question:
What should be the promotional mix AND the advertising mix for Anheuser-Busch?
In preparing your CASE4, ensure that you demonstrate your learning of the marketing concepts and frameworks for analysis outlined in the modular learning objectives by using and referencing the background and case material.
Identify factors that influence the promotional mix of a product/service.
Evaluate the promotional strategy for a brand.