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What’s Now? Chapter 13 – #ThisGirlCan integrated marketing communications campaign spurs UK women to exercise

While UK women¬†participate in sports to a lesser degree than men, research shows that more women want to be active. So why aren’t they? This case study, “Case study: How “This girl can’ got 1.6 million women exercising,” (campaign, May 18, 2016) details the research and subsequent integrated marketing communications campaign that helped move many more British women from the couch to the pool, or court, or track, or…

Chapter 13 discusses integrated marketing communications. Describe the different elements of this marketing communications campaign. What different promotion methods were used? Give examples of each. 

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