Effective Marketing
Posted: Mon Dec 12, 2005 8:03 am
Brand identification is the biggest goal of marketing, for people to immediatly think of a particular brand when given some stimulus (e.g., a song) or need (e.g., hunger). But oftentimes, I'll see a clever commercial, and remember the clever bits to talk about later, but not have a clue what the product was. For instance, there was a commercial a couple of years ago with a herd of daschunds stampeding. I remember the cute image, but not the product, so that commercial failed in its marketing goal. But even though McDonalds quit a particular ad campaign years ago, I can still tell you what goes on a Big Mac (two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun). Remember that one? I'll probably never forget it. 
What made me think of this is that since it's the holiday season, I keep hearing "Good King Wenceslas" (sample), in commericals, on TV shows, at the mall, just about everywhere. But because of one particularly effective ad campaign many years ago, the song still markets a soft drink to me, no matter what the current use of the song is trying to hawk. Whenever I hear that song, I don't hear the lyrics of the Christmas carol in my head, I hear these: "Sprite makes better holidays, lymon is the reason..."
Another song that has been usurped in my mind by a corporate marketeer is "Fur Elise" (sample), a classical piano piece by Beethoven. In the 80's, there was a commercial which featured a girl at a piano recital. She was playing "Fur Elise", but in her mind, she was singing to it, anticipating a reward trip to McDonalds, starting out with something like, "I wish I had a chocolate shake..." and then she gets to a part about french fries, and sings, "and not give any, to my dumb brother." At that moment, the boy is in the audience fidgeting and making faces at her.
Interesting that all of these examples feature music. The jingle must be a powerful marketing tool.
What are some examples of marketing that has done the best job on you over the years?
What made me think of this is that since it's the holiday season, I keep hearing "Good King Wenceslas" (sample), in commericals, on TV shows, at the mall, just about everywhere. But because of one particularly effective ad campaign many years ago, the song still markets a soft drink to me, no matter what the current use of the song is trying to hawk. Whenever I hear that song, I don't hear the lyrics of the Christmas carol in my head, I hear these: "Sprite makes better holidays, lymon is the reason..."
Another song that has been usurped in my mind by a corporate marketeer is "Fur Elise" (sample), a classical piano piece by Beethoven. In the 80's, there was a commercial which featured a girl at a piano recital. She was playing "Fur Elise", but in her mind, she was singing to it, anticipating a reward trip to McDonalds, starting out with something like, "I wish I had a chocolate shake..." and then she gets to a part about french fries, and sings, "and not give any, to my dumb brother." At that moment, the boy is in the audience fidgeting and making faces at her.
Interesting that all of these examples feature music. The jingle must be a powerful marketing tool.
What are some examples of marketing that has done the best job on you over the years?
Yeah, quite a demonstration of conformity..... 
You mean they don't stay small, cute and adorable? 
