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 Childrens 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 brands 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. Lets 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, doesnt mean you should Create your own ads Rational, emotional or combo ..But, is it advertising?...
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This note was uploaded on 10/17/2011 for the course MKTG 450 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

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chapter1 - Unexpected but Relevant Selling Messages About...

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