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chapter1 - Unexpected but Relevant Selling Messages About...

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Unformatted text preview: Unexpected but Relevant Selling Messages About the brand Consumers And how the two interact And ends with a solution for consumers PepsiCo/Frito-Lay signed the Children’s Food & Beverage Advertising Initiative in 2007 Restricts advertising to kids under 12 The challenge: How do you make a kids’ brand relevant to adults? Revealed some adults love Cheetos snacks just as intensely as kids do Cheetos helps liberate their childlike playfulness and mischief The brand’s mascot since 1986, Chester Cheetah became “spokescritter” Provides inspiration to adults to find their inner Bart Simpson Cheetos sales increased by 11.3% in the first year of the campaign Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way. Let’s break this down- Unexpected Unexpected ◦ In choice of words, visuals, media or all 3 Relevant Relevant ◦ Not all mediums can/should be used ◦ Ex: Charlotte Checkers hockey pucks Persuasive Persuasive ◦ Just because you can, doesn’t mean you should ◦ Create your own ads ◦ Rational, emotional or combo …..But, is it advertising?...
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  • Spring '11
  • Dr.Valenti
  • unique characteristics, Beverage Advertising Initiative, Relevant Selling Messages, Student Awards, Checkers hockey pucks

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chapter1 - Unexpected but Relevant Selling Messages About...

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