TITLE

Beware the ripple effect

AUTHOR(S)
Brownsell, Alex
PUB. DATE
June 2010
SOURCE
Marketing (00253650);6/9/2010, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents an analysis of tactical advertising. It mentions the advertising campaign entitled "Let's go" for Royal Dutch Shell PLC, an oil and natural gas producer, that was released after the oil spill at the Gulf of Mexico. It states that Shell's campaign aimed to fill in the void left by BP PLC, a British energy company. It discusses how a competitor may exploit the travails of another brand and attempts to lure its consumers.
ACCESSION #
51909572

 

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