Advertising and Promotion 9th Edition by George Belch ,Michael Belch

تمرين 6

The chapter opener discusses the DEWmocracy social media campaign used by PepsiCo to select a new flavor to add to the Mountain Dew product line. Discuss the pros and cons of using social media and consumer generated content to select an addition to the Mountain Dew product line. How might Mountain Dew's ad agency react to having them do the creative work for the brand?