Heavy spending on traditional media advertising

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Reference no: EM132299768

The Q&A feature with Tom Fox deals with his experience with experiential marketing programs while at Quaker Oats working with the Gatorade brand. Tom Fox discusses how Gatorade identified a marketing opportunity referred to as “active thirst.” Consumers falling into this category represented a huge opportunity for Gatorade because the brand was not often used as a solution.

Explain why experiential marketing was an appropriate strategy to engage people in the Active Thirst segment rather than heavy spending on traditional media advertising.

Reference no: EM132299768

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