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Should the Molson Executives have ended the Cold Shots campaign early. Why or why not?

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Should the Molson Executives have ended the Cold Shots campaign early. Why or why not?

Category: Case Study

Subcategory: Management

Level: College

Pages: 1

Words: 275

Early Ending Of the “Cold Shots” Campaign
Student’s Name
Institution Affiliation
Date
Early Ending Of the “Cold Shots” Campaign
Introduction
The executives of Molson Canada halted their “cold shots” Campus contests early after severe criticism from administrators and students from the academic community. However, the Molson executives should not have ended their Facebook campaign prematurely. The strategic plan of the contest had a clear focus for the company where it targeted a specific demographic group ranging from 19 years to 24 years. The company had a clear goal to use the Facebook platform to increase their brand awareness among the targeted demographic group. Ultimately, their strategic plan was achieved because many students responded to their marketing plan by posting photos while drinking the Molson Products. Therefore, the company’s goal and focus were not to promote irresponsible drinking but to increase the brand awareness of their products, which they successfully achieved. Thus, they should not have ended their “cold shots” campaign early.
Furthermore, the executives should not have ended the campaign contest early because it showed a lack of direction of the management. The spokesperson and the executives of the company shared their opinions to the public on the reasons of the campaign not going as expected. They claimed that the company was new to social media …

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