IHOP 2013 Annual Report Download - page 14
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10 DineEquity 2013 Annual Report
8
Source: Nielson
9
Source: Advertising benchmarking scores provided by Ace Metrix
with adver
Earning
Strategic partnerships. Bolder messaging. New rewards
programs in pilot markets. These are just some of the ways
in which we’re building excitement and loyalty for our
brands at DineEquity.®
Dialing up the energy with marketing and advertising
What’s new in advertising and marketing? We’re continuing
to refine our strategies in order to capture the attention
of new consumers, while deepening our relationship with
existing guests. At IHOP,® this means evolving our media
strategy to maximize our impact in key decision-making
time periods, diversifying how we reach new guests, and
Applebee’s® partnership with ESPN® couldn’t
have been better timed—2013 ranked as
the most-viewed season in ESPN’s 8 years
of presenting Monday Night Football.
8