Maxed messages launching a new ad campaign /

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 pr... Full description

Corporate Author: 4 Learning (Firm)
Other Authors: Films for the Humanities & Sciences (Firm), Films Media Group.
Language: English
Published: New York, N.Y. : Films Media Group, [2007], c2005.
Series: The Big Squeeze: Rejuvenating a Century-Old Brand
Subjects:
Online Access: Part of the Films on Demand collection.
Summary: 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.
Item Description: Encoded with permission for digital streaming by Films Media Group on Jan. 03, 2007.
Films on Demand is distributed by Films Media Group for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware.
Physical Description: 1 streaming video file (25 min.) : sd., col., digital file.
Format: Mode of access: Internet.
System requirements: FOD playback platform.
Audience: 12 & up.
Access: Access requires authentication through Films on Demand.

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