SYDNEY LEMMON: (As Dilly Dilly Queen) Miller Lite uses corn syrup. JOHN HOOGENAKKER: (As Dilly Dilly King) That's not ours. Bud Light tried to shame its competitors for using corn syrup during one of the most important advertising moments of the year - the Super Bowl. SALLY HERSHIPS, BYLINE: And traditionally, there's been this one exception to the rule about not talking about your competitor, and that is the attack ad. She teaches marketing at Duke University's Fuqua School of Business. STACEY VANEK SMITH, BYLINE: This is Keisha Cutright. KEISHA CUTRIGHT: You know, we always said you don't want to talk about your competitors at all, let alone positively. Stacey Vanek Smith and Sally Herships with NPR's podcast The Indicator tell us about a new study that shows praising a competitor might actually help boost your sales.
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