Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 11

Your company sells antifreeze. Sales to consumers take place in a very short period, primarily September through December. You want to tie in a promotion between your brand and the brand of another company that would bring more visibility to your brand and encourage retailers to provide more shelf space. Recommend a partner for this tie-in promotion and justify the choice.