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
Licece/Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Subject(s)
Food industry, Marketing, cross-media advertising campaigns
Citation
Singapore Management University.
Why the Dog Ate My Newspaper!. (2013).
Available at: https://ink.library.smu.edu.sg/pers/1