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Introduction to advertisingIt works!How it works
• Memory and wearout
Keys to effectiveness A case study: Milk
Advertising Works!
1980s: Reebok’s share of the athletic shoe market grew from 0 to 33% share in less than 2 years
1990s: P&G grew Pantene shampoo from a small share brand to the category leader
2000s: Dreyer’s new Dreamery ice cream attained more than a 10% share in 18 months
34%
21%
14%
38%
45%
31% 30%
51%52%
43%
32%
59%
0%
10%
20%
30%
40%
50%
60%
Recallreading ad
Rated adas
believable
Rated adas
effective
Boughtadvertised
productLow involvementMedium involvementHigh involvement
Source: Cahners Advertising Research Report 120.12 (Boston: Cahners Publishing Co.).
Advertising Effectiveness
Memory & Wearout
Repetition (for example, advertising exposures) aids long-term storage of brand name and usually boosts favorableness of evaluation
At some point, too many repetitions cause wearout to occur
Memory & Wearout
Why does wearout occur?Fatigue, boredom set inMessage recipient blocks incoming
information • Rehearses own thoughts• Counterargues• Unmotivated to allocate processing
resources to message
Memory & Wearout
How many repetitions before wearout occurs? Depends on message complexity
What is message complexity? Information complexity Level of detail Humor Musical or auditory richness Ambiguity Incongruity
Paradox of Familiarity
Novices and experts will process messages differentlyNovices may not apprehend message
at first, pay more attentionExperts, assuming knowledge, will
pay little attention• After a period, experts may return
attention
Breaking through Boredom Skepticism and counterargumentation Information clutter
Tapping a powerful emotion Providing news
Keys to Effective Advertising
Case Study: Milk
National Fluid Milk Processor Promotion Board launched 2 campaigns in effort to revive a 20-year decline in milk sales
• Milk Producers launch
Got Milk? Campaign
in November 1993 • Dairy Farmers introduce
Milk Mustache print
advertising campaign
in 1995
Case Study: Milk Mustache
Who is the target for the Milk Mustache campaign?Began with consumer insight based
on a correlation: mothers who drink milk have children who drink milk
$35 million print campaign sought to reach adults (non-users)
• Execution: Celebrity, athlete endorsers
"What's my bag? It's milk, baby, yeah! The calcium in lowfat or fat free milk helps to prevent osteoporosis and keep my bones strong. So I can keep my mojo working overtime. Oh, behave."
Milk Mustache
"Lick it up. After rock and rolling all night, we need nourishment. And every drop of chocolate milk has the same vitamins and minerals regular milk has. All the more reason to have a really, really long tongue."
Milk Mustache
"Make ours doubles. My sister and I hate to lose -- nutrients, that is. So we drink milk. It has nine essential nutrients active bodies need. You might say it's the only thing we serve.
Milk Mustache
Case Study: Milk Mustache
Who is the target?Adults who are nonusers
What is the positioning?For nonusers who want to be strong,
healthy, attractive, athletic, sexy, smart
• New users
Reaction 36% of women said campaign would make
them drink more milk 70% who viewed entire campaign now
consider milk cool, contemporary 86% thought milk is delicious after seeing
campaign 1% and skim have made sizable gains and
2% and whole have had sizable losses
Case Study: Milk Mustache
Case Study: Milk
Strategic errors?Convincing adults to reconsider milk
as a beverage choice requires delivery of news
• Campaigns introduce little news
Benefits of milk are diffuse, wide-ranging, conflicting
• Milk is touted as beauty aid, but is associated with fat content
Case Study: Got Milk?
Who is the target?Adults who already consume milk with
food What is the positioning?
For milk drinkers who never want to be caught without milk
• Incremental usage• Focused on developing heavy users
Case Study: Milk
Dairy Council declares the milk campaigns a success – “decline in milk sales has been halted”
Next step: product changesDean’s packaging “Chug” to make
milk portable, convenientSuiza producing lowfat milk with
consistency of 2%
Case Study: Milk
Business results? Since 1945, however, milk consumption has
fallen steadily, reaching a record low of just under 23 gallons per person in 2001
• Americans consuming less than 8 gallons per person of whole milk
• 1945: nearly 41 gallons • 1970: 25 gallons
• In contrast, per capita consumption of total lower fat milks was 15 gallons
Interestingly, cheese consumption is rising• In 2001, Americans consumed 30 pounds of
cheese