ADPR 3100 1st Edition Lecture 28 Outline of Current Lecture II Presentations day 4 Current Lecture Snickers What is the same o Key message when you are hungry you are not yourself o Key benefit as hunger solution o Both shown through print and TV advertising Get some nuts o Humor for execution o Mr T used as celeb deemed homophobic and was not successful had to be taken down o Broke product o Strategy celeb endorsement You re not you when you re hungry o Humor for execution o Saved snickers brand o Made product o Strategy celeb endorsement Twix Need a Moment o Goal to introduce Twix in a new way as a necessity 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 o Insight everyone wants that moment to escape reality get away o Key message Twix allows consumers to pause for a moment enjoy the candy bar come up with an explanation and resume reality o EXECUTIONS story pitch characters dynamic Pick a Side o Goal emphasize Twix s quality promote Twix against competitors o Retentive stage o Insight competitive ideology o Key message Twix allows consumers to have a choice o EXECUTIONS Story Static dynamic immersive medias Print TV outdoor digital Summary o Need a moment Strategy one way communication escape insight Execution dynamic story pitch Reasons why new pioneering o Pick a side Strategy two way communication competitive ideology insight Execution dynamic static immersive and story Reasons why Retentive Chipotle Mainstream Ads o Execution static media type face style of images visual similarities o Print ads o Target market budget conscious consumer o Strategy producer led advertising mass produced predictable product ads pioneering competitive stage Food with Integrity o back to the start ad dynamic media and societal marketing o the scarecrow viral video immersive emotive video through use of montage with story animation Mainstream o Producer led static economic value of style mass produced and predictable low budget senders Institutionalized o Consumer led dynamic societal marketing immersive and immotive montage with story health conscious consumer Both o Brand o Awareness o Positioning
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