>Heather Welford Neil said,
>"Maybe it will backfire on them.  I would love to see the figures."
>I bet it won't.


I expect you're right, Nina....I was being optimistic/a fantasist ;)

>  In my study of undergrad marketing texts, I have discovered
>that these campaigns undergo extensive testing before they are released.
>The expense associated with such a campaign demands that it works - the
>first time.  If they are using a strategy like this, you can be fairly
>confident it will work amongst those whose money (loyalty) they really want.

But well-researched, hugely-expensive campaigns *do* fail.  Human 
beings do behave unpredictably and they  ca sometimes resent and/or 
resist marketing messages. I'll try not to stay too far off topic but 
just off the top of my head I can think of

* High Street store Marks & Spencer, who lost huge amounts of money 
in sales and one of the reasons was a (well-researched, 
hugely-expensive) ad that featured a normal-sized woman (ie not a 
pin)  in silhouette running around naked and shouting 'I'm normal!'

* Stella Artois lager whose marketing campaign tried to pitch it at 
the quality/aspirational end of the beer market but which has   quite 
independently of any ads and promotions, been taken up by decidedly 
non-aspirational young men who drink to get drunk (the drink has the 
nickname 'Wife Beater')

*  major supermarket Sainsbury's who lost their no. 1 slot in the UK 
(partly) because the wrong celebrities endorsed them in their ads; 
another supermarket Asda dumped a whole series  of ads when they 
found consumers did not believe that a millionaire (Sharon Osborne, 
telling people  Asda saved her money) would shop there

I know there are loads of other examples, but yes, I also know they 
are exceptional. I think the SMA ad deconstructed by Morgan  will 
probably boost sales, not just of that brand, but probably of formula 
generally :(

Probably, not definitely.

Heather Welford Neil
NCT bfc, tutor, UK

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