Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and Earned
October 14, 2010
Executive Summary
As usual, Kellogg is delivering a nice treat to investors this year—profit. According to a Credit Suisse analyst quoted in Advertising Age, “no other company has consistently grown returns on invested capital.” Despite strong competition for grocery shoppers’ dollars from store brands, Kellogg’s has managed to thrive due to brand reinvestment, a strong product line, and incredible popularity among consumers. Mark Baynes, vice president and global chief marketing officer at Kellogg’s, demonstrated how Pop-Tarts uses paid, owned, and earned media to connect with its target consumers.
Speaker: Mark Baynes, Vice President and Global Chief Marketing Officer, Kellogg Company
View video below.
Source
"Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and Earned." Mark Baynes, Vice President and Global Chief Marketing Officer, Kellogg’s Company. ANA 2010 Annual Conference, 10/14/10.
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