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Exhibit 8-8 Marketers can gain insight into consumers' reactions to a commercial by showing them a storyboard

Exhibit 8-8 Marketers can gain insight into consumers' reactions to a commercial by showing them a storyboard

Advertising campaign plans are short-term in nature and, like marketing and IMC plans, are done on an annual basis. However, the campaign themes are usually developed with the intention of being used for a longer time period. Unfortunately, many campaign themes last only a short time, usually because they are ineffective or market conditions and/or competitive developments in the marketplace change. IMC Perspective 8-4 discusses the problems the Miller Brewing Co. has had in trying to find an effective ad campaign for its Miller Lite brand.

While some marketers change their campaign themes often, a successful campaign theme may last for years. Philip Morris has been using the "Marlboro country" campaign for over 40 years, General Mills has positioned Wheaties cereal as the "Breakfast of Champions" for decades, and BMW has used the "ultimate driving machine" theme since 1974. Even though BMW has changed agencies several times over the past three decades, the classic tagline has been retained. Figure 8-3 lists the top 10 advertising slogans of the past century, as selected by Advertising Age.

Figure 8-3 Top 10 advertising slogans of the century

Company or Brand

Campaign Theme

Think Big and Grow Rich in the Digital Age

Think Big and Grow Rich in the Digital Age

Providing Knowledge is an Effective Means to Attract Potential Customers. The Internet Has Become an Unlimited Resource for Knowledge and Information and it is by Responding to This Need of Web Users That You Can Increase Your Business Sales, Advertising Revenue and Overall Profitability.

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