Project Management

Converging Risks In A Digital Economy: Food And Beverage Companies

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Executive Summary

The food and beverage industry creates media content in a variety of ways. Like other industries, food and beverage companies increasingly turn to media content to inform consumers and build brand loyalties with them. That content can range from traditional advertising (e.g., print/broadcast ads, product labels, point-of-sale materials, celebrity spokespersons) to more cutting-edge marketing campaigns (including social networking, interactive websites, and viral marketing). All of this marketing activity involves content creation, and carries all the exposures of any media outlet.

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