Topic 8 IMC – Old Spice: Repeating Success in the Face of Competitive Threat
Should the brand team attempt to compete with or respond to Dove for Men (DFM)? Can the brand compete with DFM without directly referring to the brand in advertising? Should Old Spice go directly after DFM and be the first brand in P&G history to call out a competitor brand? Justify your answers.
In which media (medium) should the brand launch? Why? What media scheduling method would you use? Why?
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