KitKat has strategically utilized the two fundamental knowledge-based and experienced-based marketing to create real-life experiences in promoting its Celebrate the Breakers campaign. Knowledge-based marketing is the traditional, monologue marketing process of getting an idea across, which McKenna (1991) suggests that the customers needs and desires are integrated into the designing process to help sustain and support a companys reputation (p.67). KitKat has used this form of marketingin its television commercial and print advertisements by broadcasting the message that all individuals should celebrate different types of breaks in their every day lives. The big idea of the commercial plays with consumers emotions that they deserve to
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