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    Încărcat de

    Somesh Goel
    19 vizualizări4 pagini
    Mountain Dew became a favourite mainly in the rural areas of the states: on the Eastern seaboard and into the Northern plains of Minnesota and the Dakotas. BBDO was Assigned the account in 1973; the account was handled by Ogilvy and Mathers before that. The campaign themes over the yearsa Focused on Cultural Trendsa. Alternative Sports which were risky and branded as extreme sportsc.

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    Mountain Dew became a favourite mainly in the rural areas of the states: on the Eastern seaboard and into the Northern plains of Minnesota and the Dakotas. BBDO was Assigned the account in 1973; the account was handled by Ogilvy and Mathers before that. The campaign themes over the yearsa Focused on Cultural Trendsa. Alternative Sports which were risky and branded as extreme sportsc.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    19 vizualizări4 pagini

    Advertising

    Încărcat de

    Somesh Goel
    Mountain Dew became a favourite mainly in the rural areas of the states: on the Eastern seaboard and into the Northern plains of Minnesota and the Dakotas. BBDO was Assigned the account in 1973; the account was handled by Ogilvy and Mathers before that. The campaign themes over the yearsa Focused on Cultural Trendsa. Alternative Sports which were risky and branded as extreme sportsc.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 4

    Major issue: Selection of three best creatives/TVCs, out of five shortlisted ones, including the two to be aired atthe

    time of the Super Bowl Recommendation: The following three advertisements should be chosen. The first two should be aired at the time of the Super Bowl.1. Cheetah2. Dew or Die3. Mock Opera A nalysis: History of Mountain Dew advertising: 1. Assigned to BBDO in 1973; the account was handled by Ogilvy and Mathers before that2. The drink became a favourite mainly in the rural areas of the States: on the Eastern seaboardand into the Northern plains of Minnesota and the Dakotas3.

    Campaign themes over the yearsa

    .
    4.

    1970: 1980:

    b. c.

    Focused on Cultural Trendsa. b. Alternative Sports which were risky and branded as extreme sportsc. GenX Ethos: Good thirst quencher5.

    ed Soft Drinks market Decision filters 1. Q uantitative and Q 2. Feedback from the which the mass media has picked up thead3.

    following information was also utilized in decision making:1. Data gathered from the monitoring of the response of the sales-force and bottlers to the adsa. Involved direct feedback from the customers and hence crucial to the process Marketing Objectives: 1. appeal to new users while reinforcing itamong current users2. Symbolize that drinking Mountain Dew is an exhilarating experience3.

    E valuation of proposed adverts 1. Labor of Love y Pros o Humorous o Innovative

    o Grabs attention of Sports enthusiasts and hence contextual y Cons o Might be considered offensive o Not congruous with psychographic images o

    2 . Ch eeta h y Pros o Most likely to appeal to Sports/Adventure enthusiasts o Promotes all the product, emotional and personality benefits as required bymanagement o Appeals to the psychographic imagery (adventurous, wild) associated with MountainDew as well as to the rugged working class and rural towns y Weaknesses: o Poolin 3 . D ew

    or Di e y Pros o

    at the same time o Background and heroic theme would attract the target segment as well as rural base o Promotes the emotional and personality benefits as required by management y Cons o Repetition of Dew Dudes o Off-

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