ADPR 3100 1nd Edition Lecture 32 Outline of Previous Lecture I International marketing II Problems faced by international advertisers III Multicultural advertising considerations Outline of Current Lecture IV Group presentation a Hardees b Joe Camel Current Lecture Group 1 o Hardees Fast food Chain Bought out by CKE to rebrand Launches burger campaign Hot theme o Sex appeal campaign World s reaction Positive 1 on ad age s viral video These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 120 000 Facebook members 104 customer boost 5000 tweets reach 1 2 million Negative Facebook and twitter posts Boddie noell Enterprises Paris Hilton Ad banned o Target market young hungry men o Objection Women are seen as passive objects Women s existence hinges on their sexual desirability Objectifies and dehumanizes women Reaction to objection o Adjustment Represents core message of premium quality food to target audience of young hungry guys Made mockery ad with men in ad Group 2 o o Joe Camel Campaign Used static media print collector s edition cigarette packs billboards Branded joe camel as a celebrity Tshirts hats playing cards 1st year of campaign camel s share in high school senior market increased from 4 13 Study showed majority of kids recognized joe camel and knew he sold cigarettes 6yr olds recognized joe camel as much as mickey mouse thought of him as a cool cartoon Reaction Negative o Positive Advertising Successful campaign Targeted adults who already smoke to change preferred brand of cigarettes to joe camel Objection Advertisements for product with serious health risks appealed to children Legal complaints o Antismoking groups joe camel saddam Hussein of cigarettes Violation of federal fair trade practice laws Case dismissed with tobacco settlement Joe camel retired voluntarily Changes Joe more realistic camel on box More mature settings 1997 old joe returned o Campaign Joe Camel o Challenged by FTC
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