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Unformatted text preview: paper products aisle, it relies on your top-of-the-mind awareness of Charmin, which
the manufacturer has achieved through advertising. T hat is, Ultra Soft toilet paper maintains a
prominent place in people's memories and triggers their response, without them having to put any
thought into it. T he advertising and the end cap display thus prompt you, and many other consumers,
to respond by buying a package, just the response Charmin hoped to attain. connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 4/9 9/15/13 M cGr aw- Hill Connect - Ebook This produc t-foc us ed advertis ement is des igned to inform, pers uade, or remind c ons umers ab out Peps i Max. Focus of Advertisements
T he ad campaign's objectives determine the specific ad's focus. T he ad can either be productfocused, institutionally focused, or have a public service focus. Pr o d u ct-fo cu se d ad v e r tise me n ts
inform, persuade, or remind consumers about a specific product or service. F or instance, the Pepsi
Max ad on this page is designed to generate sales for Pepsi Max.
In stitu tio n al ad v e r tise me n ts inform, persuade, or remind consumers about issues related to
places, politics, or an industry. Perhaps the best-known institutional advertising campaign is the longrunning “Got Milk?” campaign to encourage milk consumption by appealing to consumers' needs to
affiliate with the milk-mustached celebrities shown in the ads. 14 T he ads highlight the beneficial
properties of milk for building strong bones, which involves a more informative appeal, combined with
a mild emotional fear appeal in its assertion that failing to drink milk can lead to medical problems. Its
Spanish-language ad campaign, “T oma Leche,” similarly touts milk as a “wonder tonic” that fights
cavities, sleeplessness, and bone loss. T he latest campaign pictures Rebecca Romjin and her two
babies, and promises that drinking milk helps families stay together. 15 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 5/9 9/15/13 M cGr aw- Hill Connect - Ebook The “Got Milk ” ins titutional advertis ing c ampaign is us ed to enc ourage milk...
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- Winter '08