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chp18 - M cGr aw Hill Connect Ebook M arke ting EBook 3/e...

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9/15/13 McGraw-Hill Connect - Ebook connect.mcgraw-hill.com/connect/hmEBook.do?setTab=sectionTabs 1/4 Marketing EBook 3/e Content Chapter18: Advertising, Public Relations, and Sales Promotions Chapter Opener LEARNING OBJECTIVES Describe the steps in designing and executing an advertising campaign. Identify three objectives of advertising. Describe the different ways that advertisers appeal to consumers. Identify the various types of media. Identify agencies that regulate advertising. Describe the elements of a public relations toolkit. Identify the various types of sales promotions. p. 534 p. 535
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9/15/13 McGraw-Hill Connect - Ebook connect.mcgraw-hill.com/connect/hmEBook.do?setTab=sectionTabs 2/4 I f it ain't broke, don't fix it! This conventional wisdom seems so obvious, and so conventional, that it is the rare company that would go against it. And yet when it comes to their advertising, it seems that more and more companies are going after campaigns that work well in an attempt to make them even more successful. Consider the eHarmony.com strategy. The company's original advertisements showed a bunch of real couples who described how they fell in love and met through the matchmaking site. The theme was so well disseminated that it received the ultimate compliment: a parody on Saturday Night Live. There was no problem with awareness, and the advertising campaign was widely considered a great success. 1 But eHarmony.com threw it out and started over with ads that aimed to create a more authentic feel by focusing on one couple who talks in depth about their love story and connection. Over time, the company has tinkered with the general formula even further, often combining all the individual couples, whom viewers have come to know and recognize, together in one commercial. Many couples, one couple, or a combination—eHarmony seems unafraid to mix up the plan. But at least eHarmony kept focus on the same general target market, namely, people looking for love. Another company with widely successful (and parodied) ads for women shook things up during the 2010 Super Bowl by advertising to men instead. A few years ago, Dove made a splash with its “Real Women” campaign that showed actual consumers, rather than rail-thin models, in their underwear. The approach not only generated tremendous buzz for Dove but also prompted a 6 percent increase in sales. 2 Clearly, this campaign worked. So in Super Bowl, Dove changed everything and tried to appeal to men instead. It showed stages in a man's life—birth, childhood, teens, adulthood—and closed with the tagline “Now that you're comfortable with who you are, isn't it time for comfortable skin?” 3 The shift provides another example of continued success; the Dove + Men ad ranked among the top 15 ads shown during the Super Bowl, increased searches for “dove and men” on the Dove website, and earned a 76 percent positive rating among viewers.
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