Costs to consider
(Continued from page 2) Coad said he suspects that a “sophisticated marketer in a competitive category” like Pizza Hut has a contingency plan for its Super Bowl pregame ad if the brand does not get a submission it likes enough to spend the millions of dollars required to buy time on Super Bowl Sunday. But, he noted, the nation’s largest pizza chain likely has a marketing budget big enough to absorb the cost of its user-generated promotion not panning out. He said the ...
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