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Brisbane advertising agency CumminsNitro was awarded three top awards at the Cannes International Advertising Festival. [12] [13] [14] The campaign was acknowledged as very successful. [15] BBC Television made a one-hour documentary about the final stages of the campaign which was directed by Agnieszka Piotrowska.
An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base.
The campaign has been the subject of a number of books, with serious scholarly analysis of the campaign's key success factors, including: Think Small: The Story of those Volkswagen Ads by Frank Rowsome (1970); [8] Think Small: The Story of the World's Greatest Ad (2011) by Dominik Imseng; [9] and Thinking Small: The Long, Strange Trip of the ...
Successful advertising uses a variety of tricks and techniques to influence the consumer. They evoke positive memories US companies spend around $170 Billion on advertising yearly, so they seem to ...
This strategy was used in successful advertising campaigns of the early 1940s. The term was coined by Rosser Reeves , a television advertising pioneer of Ted Bates & Company . Theodore Levitt , a professor at Harvard Business School , suggested that, "differentiation is one of the most important strategic and tactical activities in which ...
Unless your name is Coca-Cola, which sells its products in all but two countries around the globe, or you are the sprout from which nearly all technological innovation over the past decade has ...
Their campaign was so successful that, within four months of running the first ad, they attracted additional clients and their "advertising spend" went from $15,000 a year to $30,000 a month. Within six months, their firm was one of the three or four largest advertisers in the nation.
If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of the product and extend an ad campaign's lifespan, [8] or cause a company to adopt it for long term advertising and identity.