Maxed messages. Launching a new ad campaign
Description
The popular bread-spread Marmite is headed for store shelves in a new squeezable bottle-and now the public must be alerted and mobilized. This program examines the formation of the advertising campaign that will launch the product. Going inside creative meetings and consumer testing sessions, the program follows the evolution of TV ad messages from storyboarded pitches to the final chosen concept. Attempts in both TV and print highlight the challenge of appearing edgy and trustworthy at the same time. Problems increase when a favored print-ad approach doesn't jibe with the realities of the product-until the product is modified to match the ads.
Runtime
25 min
Series
Subjects
Genre
Date of Publication
[2007], c2005
Database
Films on Demand
Direct Link
https://www.remote.uwosh.edu/login?url=https://fod.infobase.com/PortalPlaylists.aspx?wID=102638&xtid=36451
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