Name an advertising campaign you believe was successful
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Name an advertising campaign you believe was successful. What made this campaign successful? Name an unsuccessful advertising campaign. What made this campaign unsuccessful? Why is it important to evaluate communications and sales effects?
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Solution Summary
This solution examines a successful advertising campaign, i.e. that of Volkswagen, and identifies factors that made it successful. It then examines an unsuccessful marketing campaign- that of Coke when they tried to introduce 'New Coke'. Finally, it discusses the importance of evaluating communications and sales effects.
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Volkswagen initiated one of the most successful advertising campaigns ever developed. They approached their target audience by branding their cars as 'Think Small'. They managed to convert many customers who buy large American cars to instead buy small German cars. The marketing principle behind it was that it addressed the psychological needs by the customers to simply 'be themselves'. In other terms, there is nothing wrong with being ...
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