September 23, 2008
"Play it again?"
Cadbury - Drumming Gorilla from Stepa Mitaki on Vimeo.
According to the Brand Republic website and quoting a recent TNS study Cadbury's flagship Dairy Milk brand has lost market share to arch-rival Galaxy.
After the huge success of Juan cabral's "Gorilla" (Fallon London), it appears to me that the old discussion about the true role of advertising will be triggered again:
Should advertising entertain and generate awareness per se or should advertising be more effective in making people buy stuff (as if the last is detached from the former)?
Obviously advertising is just one of the "P's". Obviously advertising is always the weakest link when marketing departments fail on the rest of the tools and strategies.
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Advertising works best when you get your target audience in your door or on the phone and you can sell them. There are two main rules to generate an immediate return on investment that most business fail when implementing their advertising First off, your external advertising shouldn’t be created for TOMA (Top Of Mind Awareness) also referred to as Branding. Secondly, your advertising message should NOT be designed to try and sell your target market.
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Stellathomas
Internet Marketing
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