ADPR 3100 1nd Edition Lecture32Outline of Previous LectureI. International marketingII. Problems faced by international advertisersIII. Multicultural advertising considerationsOutline of Current Lecture IV. Group presentationa. Hardeesb. Joe CamelCurrent Lecture- Group 1o Hardees Fast food Chain Bought out by CKE to rebrand Launches burger campaign “Hot” theme- Sex appeal campaigno World’s reaction Positive- #1 on ad age’s viral videoThese 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 bannedo Target market= young hungry meno Objection Women are seen as passive objects Women’s existence hinges on their sexual desirability Objectifies and dehumanizes women Reaction to objection- Represents core message of premium quality food to target audience of young hungry guyso Adjustment Made mockery ad with men in ad- Group 2o “Joe Camel” Campaign Used static mediaprint, 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”o Reaction Negative- Antismoking groups “joe camel=saddam Hussein of cigarettes” Positive- Advertising- Successful campaign- Targeted adults who already smoke to change preferred brand of cigarettes to joe camelo Objection Advertisements for product with serious health risks appealed to children Legal complaints- Violation of federal fair trade practice laws Case dismissed with tobacco settlement Joe camel-retired voluntarilyo Changes Joe more realistic camel on box More mature settings 1997 “old joe” returnedo Campaign: Joe Camelo Challenged
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