Article (a)

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Please read the following article: https://nypost.com/2017/04/25/did-oreos-change-the…

Note: Please click on the links embedded in the article to see social media, etc.

FB: https://www.facebook.com/oreo/posts/10154459983024…

Discuss the following:

1. How are third-party sources (‘earned media’) affecting Oreo’s image and consumer’s attitudes (including trust) in a negative way?

2. Discuss the importance of managing the brand’s (company’s) communication (‘owned media’ and ‘paid media’) and the communication from other sources (‘earned media’ – publicity via traditional and online media platforms). Based on your example, how should Oreo managers deal with negative reviews, messages, and/or news to minimize damage and promote favorable attitudes?

two pages; double-spaced is sufficient. Include a link to the article.

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