Anheuser Busch has been brewing beer for over 130 years, and produces the two best-selling beers in the world, Budweiser and Bud Light.1 This company produces more than 100 beers and nonalcoholic brews at 12 breweries in the U.S. and others around the world, and imports other beers for distribution in the United States. Anheuser Busch has been a leader in marketing and promotions since it began in the 1850’s, with the Budweiser Girl wall hangings to advertising with giveaways1. Even today they are notoriously known for witty comical commercials and great advertising slogans. But even this company is not far from debate ever since the takeover by the Belgium company InBev. Rumors were abuzz when the deal was announced, many thought there would be closures and layoffs abound. However, it seems as though this deal allowed the company to streamline their products and focus on continuing sale of its best and most popular products.
There are several factors that go into the promotional and advertising mixes used by organizations like Anheuser Busch. There is of course on their advertising menu, commercials and advertisements in print to include newspapers, magazines and billboards. There is direct marketing in which you might see when you walk into a grocery store or a convenience store, the pyramids of products with clever staging, and sales promotions. They are also involved in public relations and by sponsoring certain events, for example, by hosting charity events they are still getting their name out there by providing promotional items at booths and in goody bags all while still lending their name to a good cause.
For an organization like Anheuser Busch the advertising mix relies on several factors that include resource availability, market size and concentration, needs of the market, and its competitors. However, much consideration is also taken to determine how much should be spent on advertising and promotion, and how that money should...
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