Publication Type

Journal Article

Publication Date

2-2013

Abstract

Singapore Press Holdings (SPH) rolls out its ‘Peel and Taste’ campaign. Multi-sensory marketing campaigns — which integrate at least one of the five senses into the marketing programme — are here to stay in the marketing industry, says Geoff Tan, SPH’s senior vice president and head of Strategic Marketing, of the trend which could see readers (or the family dog retrieving the paper) getting a taste of newly-launched food products in their favourite newspaper.

Keywords

Singapore Press holdings, food samples, marketing

Disciplines

Advertising and Promotion Management | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2013

Subject(s)

Food industry, Marketing, cross-media advertising campaigns

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