M&M’s vs. Hershey’s Kisses — a Media Trick or Treat?

Americans will fill their shopping baskets with a whopping 600 million pounds of candy during this Halloween season. This represents a crucial sales period for the country’s two largest confectionary manufacturers, Mars Snackfood US and The Hershey Company, as each looks to make their year. Here we analyze the 2009 media plans for their flagship brands: M&M’s and Hershey Kisses.

http://adage.com/mediaworks/article?article_id=140002

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About Brand Media Strategy
This site is a resource for communications planners, brand marketers and media professionals. Brand Media Strategy [published by Advertising Age, Palgrave MacMillan] explains how brands today are employing advertising and media communication strategies to grow and build their brands. It explores the value of advertising in mass media; activation of digital media programs; and employing non-paid or non-traditional media vehicles. It's author is Antony Young, President of Water Cooler Group. A brand media communications company. http://www.watercoolergroup.biz

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