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Objectives of a Marketing Campaign

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Based on the information given in the following scenario, I need help answering the three questions at the end of the scenario:

Clif Bar and Co., which makes Energy-bar, is taking its concern about global warming to the ski slopes in a Save Our Snow Winter Roadtrip. The van, powered by vegetable oil, will visit ski areas and schools to promote reduction of global warming. The tour will offer tips on energy conservation via renewable energy development, carpooling and driving hybrid cars. At the same time, samples of Energy-bars will be distributed. At the same time, the company is offering a $5,000 cash bonus to its employees who buy hybrid cars. Is this putting their money where their mouths are? What does the company have to gain? Can you figure out the objectives of this campaign?

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Clif Bar and Co., which makes Energy-bar, is taking its concern about global warming to the ski slopes in a Save Our Snow Winter Roadtrip. The van, powered by vegetable oil, will visit ski areas and schools to promote reduction of global warming. The tour will offer tips on energy conservation via renewable energy development, carpooling and driving hybrid cars. At the same time, samples of Energy-bars will be distributed. At the same time, the company is offering a $5,000 cash bonus to its employees who buy hybrid cars. Is this putting their money where their mouths are? What does the company have to gain? Can you figure out the objectives of this campaign?

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Yes, it is definitely putting the money where the mouths are in the sense that they are really putting their thoughts into action by spending money on such awareness campaign regarding global warming and environmental conservation. They are themselves setting the example in front of others by giving cash bonuses to their ...

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Sandeep Bardia, MBA
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  • MBA, Rochester Institute of Technology
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