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Tue, 6 Nov 2007 09:02:12 +0000 |
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>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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