Pepsi’s Live Now Campaign: Insensitive or A Victim of Hypersensitivity
Keywords:
Marketing, Consumer Behavior, Public Relations, Corporate CommunicationsAbstract
This case illustrates consumer cultural sensitivity to messages and how it has affected the encoding process of the traditional communication model. For decades marketers have utilized the traditional communication model in encoding messages through evolving medium options. This case examines how marketplace consumer sensitivity has changed and that change has altered the way consumers may interpret marketers’ messages.
This case is particularly well designed for use in undergraduate courses in Principles of Marketing, Consumer Behavior, Public Relations or Corporate Communications.
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Published
2020-04-17
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Cases
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