Discussion List Archive
When a division member asks the
Discussion List for help with a research
question. they often compile the responses and report back to the group.
See below for a few of these
summaries.
If you have a topic for
discussion, please post it to the
Discussion List.
aUGUST 13, 2008
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked:
"I am looking for examples of brands or products that have clearly understood benefits outside of their traditional use.
Example: Wine = good for the heart; Arm & Hammer soda = cooking/cleaning; Cheerios = lowers your cholesterol; Quaker Oats = good for your heart; Dentyne gum = dentists recommend for oral hygiene; Yogurt = bacteria is good for you"
Summary of Responses:
1.
Several people brought my attention to a recent article in Adweek on off-label uses for
Preparation H, Bounce dryer sheets, Dawn dish soap and others: “Apply Liberally: Consumers Use Products as They See Fit Why some companies follow the lead of consumers who have their own ideas about product usage”
Adweek, 7/14/08
http://www.adweek.com/aw/content_display/news/agency/e3i5dab627a6e5e9f6721df0cf892520377
2.
Each month, Real Simple magazine has a section called "New Uses for Old Things":
http://www.realsimple.com/realsimple/browse/organize/0,21771,6508000000-Issue_Date-desc-39-1-25,00.html.
3.
Bounce Dryer Sheets - dusting
4.
Pine-Sol is great for laundry, especially stains.
5.
A horrible negative example is the idea that cigarette smoking would help in diet programs. This was 1930-50's thinking.
6. 'Upcycling' -- Consumers are reusing and repurposing packaging in order to avoid waste.
7. Baby wipes -- They're not just for babies. Many people report using them for 'personal cleaning' as well as a quick way to clean bathroom surfaces.
8. Look at periodicals like
ReadyMade, Make (O'Reilly), and Craft (also O'Reilly). These publications focus almost entirely on using existing consumer products in conjunction with found materials in order to create new household furniture, crafts, and electronics.
9. You might also come up with some interesting results if you look up "freegans" (like vegans) and "freecycling".
FEBRUARY 28, 2008
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked:
"I’m pulling together
a list companies that feature their founders in their ad campaigns. I’m
especially interested in any household cleaning examples.
Please send any
suggestions my way and I’ll create a master list for the group. Thanks
in advance!"
Summary of Responses:
"What a
list! Julie Zilavy reminded me that 4A’s has an
“Ads-Use of Executives” file.
Thanks
for the help!"
++++++++++++++
Jim
Perdue, Perdue Chickens
David
Oreck, Oreck vacuum cleaners
David G.
Neeleman, founder & CEO of Jet Blue
Charles
Schwab, Charles Schwab
Grandsons:
Bill Ford Jr, Ford Motor
August Busch IV, Anheuser-Busch
Donald
Trump, etc, etc
Gary
Hirshberg, Stonyfield Farm
Samuel
C. Johnson, SC Johnson (***cleaning products company)
A.J.
Bush, Bush Beans
Jeff
Bezos, Amazon
Bill
Gates & Steve Ballmer, Microsoft
Sir
Richard Branson, Virgin Atlantic
Michael
Dell, Dell Computer Corp
Frank
Buckley, W.K. Buckley Ltd. (bad tasting cough medicine from Canada)
Robert
Mondavi, Mondavi wines
Wally
Amos, Famous Amos chocolate chip cookies
Ely
Calloway, Calloway Golf Ball Co.
Manny,
Moe & Jack Pep, Pep Boys
Papa
John's pizza
Coors
Beer
Samuel
Adams
Perdue
chicken
++++++++++++++
Newman’s
Own
Mother Boyle in
Columbia Sportswear ads
Orville Redenbacher
Paul Mitchell hair
care
Bobbi Brown cosmetics
Dyson vacuum
Wendy’s Dave Thomas
Colonel Sanders
++++++++++++++
*
Richard Branson / Virgin Atlantic Air :
http://www.youtube.com/watch?v=0XFlJcTXrl0
(Not the greatest example; there may better ones)
* Frank Perdue / Perdue Chickens:
http://www.youtube.com/watch?v=8vj4C_I8Ln4
++++++++++++++
* Ernest & Julio Gallo / Gallo Wines
* Ben Cohen & Jerry Greenfield / Ben & Jerry's Ice Cream (probably just
print ads)
* Steve Jobs / Mac
* ___ DeVos / Amway
++++++++++++++
-
George Foreman
Grills
-
Martha Stewart
-
Chef Boyardee (Ettore
Boiardi - he really was a real person)
++++++++++++++
Buick,
Chrysler and Ford have all used founders in ads (although not really as
spokespeople)
++++++++++++++
Men’s
Wearhouse and Hair Club for Men
++++++++++++++
++++++++++++++
-
Perdue chicken
-
Hair Club for Men
- LOL!
-
Victor Kayam/Remington
-
Carvel Ice Cream
-
Does Richard
Branson do ads for Virgin?
-
Lee Iacocca
++++++++++++++
What
about SC Johnson, a family company? (Pledge, etc) Just the youngest
family member seems to be in the TV commercials now -- but a couple of
years ago, it also showed his father and talked about the family
tradition and values that went into their products. Not exactly the
founder -- but sort of close.
++++++++++++++
Dave
Oreck and his vacuum cleaners
George
Foreman and his grills
++++++++++++++
Linda
Loudermilk? - fashion designer trying to push a green message, fronting
her brand
Virgin
Airlines? -isn't the founder their spokesperson?
Other
inspiration?
Famous
founders getting a lot of positive press for being socially conscious,
whether they are spokesman for their brand or not. I think there's some
learning here:
-
Tom's shoes
founder Blake Mycoskie
-
Edun founder,
Bono's wife
-
American Apparel
founder, Dov Charney
++++++++++++++
Andrew
Weil’s skin care products
Papa
John's Pizza
Frank
Perdue - chicken
Stacy's
Pita Chips - Stacy is in cartoon form in the print ads and I think she
is live in the television ads
++++++++++++++
Any of
the Target/designer ads
++++++++++++++
Murlan J
Murphy founded Murphy Oil Soap, but as far as I know, they never used
him in a campaign.
http://en.wikipedia.org/wiki/Murlan_J._Murphy
http://www.colgate.com/app/MurphyOilSoap/US/EN/HomePage.cwsp
July 13, 2007
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked:
"I’m
pulling together a list of brands that reference themselves in their tagline. Do any come to mind? So far, I’ve got:
Are you ready to Tanqueray?
Yahoo: Do you yahoo?
Discover Card: It pays to Discover
Hanes: Look who we've got our Hanes on now
Zappos: I'm Zapposing right now
Mountain Dew: Do the Dew
Summary of Responses:
JUNE 22, 2007
Barbara Silverbush
(Project Director, Center for Marketing Intelligence - Interpublic Group )
asked:
"Does anyone know of a source for finding the most popular blogs on specific subjects? For example, how would I find the most popular blogs about diabetes?
I've tried using Technorati's search function, but the results are not very helpful."
Summary of Responses:
"WebMD is a great resource for medical questions such as diabetes. See this link:
http://diabetes.webmd.com/default.htm. On the right of the page there is a section "Boards & Blogs."
I don't if it's the most popular, but it may be a place to start to find experts and other resources!"
Blaire Dorsey (Marketing Analyst, Cognis Corp.)
"Search with terms such as:
diabetes blogs (ratings OR rated OR rank OR ranking OR ranked)
Also try:
diabetes popular blogs
diabetes top blogs diabetes blogs ~ratings
The tilde before a term in Google looks for synonyms and sometimes works, sometimes not.
Here are two from a search using: "top rated" blogs diabetes:
-
http://www.diabetesdaily.com/forum/blogs/?do=topjournals - this site has a list of top viewed and top rated blogs.
-
http://www.diabetesmine.com/2007/06/made_the_cut_wo.html - this site
states: "Thanks to a tip from Diabetes Notes I've discovered the Healthcare 100, a new global ranking of top English-language healthcare blogs from eDrugSearch.com -- and also discovered that little 'ol me here at DiabetesMine.com is currently rated No. 9." This site also lists professional blogs and blog trackers.
You could also do a more traditional search in popular magazines and newspapers (Dialog, Factiva, LexisNexis) to see if you can uncover leads to blogs about diabetes.
"
Amelia Kassel (MarketingBase)
"I'd recommend trying one of the following:
Sphere - a blog search engine that offers a contextual widget which shows related posts from other blogs.
This is a good tool to find even more sources to build on once you find a site that is relevant to you.
Google Blog Search - A very simple blog search engine. It's basically Google Search that only looks through blogs and comments on blogs.
Their search system works differently from Technorati's, so you should get a different set of results depending on your search wording.
Ice Rocket - A Google-like blog search engine which allows you to specify exactly where you want to look whether it be MySpace, blogs or newspapers.
PopURLS.com - a social search engine that allows you to search through other del.ici.ous links and other sites such as Digg, Reddit, etc YoName.com may not be the most useful for health research as it is mostly for finding mention of people but it is a search engine that scours blog sources like Xanga and LiveJournal (among others)
Also, Technorati has recently revamped their site, so going to
s.technorati.com takes you straight to the search, as opposed to just technorati.com.
It causes different results."
Katrin Sosnick (Rondeel Research Group)
MARCH 9, 2007
Jeanette Mueller-Alexander
(Business Librarian & Bibliographer / Hayden Library Social Sciences Reference )
asked:
We want to subscribe to a database of advertisements. Other than the Hartman
Center at Duke, what do you use?
Summary of Responses:
MARCH 19, 2007
Toni Burton
(Information Coordinator/Interim Privacy Officer, ICA)
asked:
Can anyone think of examples of tag lines that end in a question mark?
For instance:
- Got Milk? (California Milk Processing Board)
- Where's the Beef? (Wendy's)
- Does She or Doesn't She? (Clairol)
- Is it in you? (Gatorade)
- Where do you want to go today? (Microsoft)
Responses
(from many people):
-
Who's he/she sleeping with? (Westin)
- Did
somebody say McDonald's? (McDonald's)
- Are
you a Pepper too? (Dr Pepper)
- Do
you Canoe?
-
Aren't you glad you use dial? Don't use wish everyone did? (Dial
soap)
- How do you spell relief?
R-O-L-A-I-D-S (Rolaids)
-
Wanna get away? (SWA)
-
Can you hear me now? (Verizon)
-
Where you at? (Boost
Mobile)
-
Is it live? or is it
Memorex? (Memorex)
-
Have you Met Life
today? (Met Life)
- Are
you in good hands? (Allstate)
-
What's in your
wallet? (Capital One)
-
Wassup? (Budweiser)
-
Who's that behind
those Foster Grants? (Foster Grant)
-
That's Allstate's
stand. Are you in good hands? (Allstate)
-
Have you had your
break today? (McDonald's)
-
Pardon me, do you
have any Grey Poupon? (Grey Poupon)
-
This is your brain.
This is your brain on drugs. Any questions? (Partnership for a
Drug-Free America)
-
What would you do
for a Klondike Bar? (Klondike Bar)
-
What can Brown do
for you? (UPS)
-
Will you be
ready? (Cialis)
-
Doesn't your dog
deserve Alpo?
-
Shouldn't your baby
be a Gerber baby? (Gerber)
-
Hey! How about a
nice Hawaiian Punch? (Hawaiian Punch)
-
Is it soup yet?
(Campbell)
-
How many licks does
it take to get to the center of a Tootsie Roll Pop? (Tootsie
Roll)
- Do you believe in
magic? (McDonald's, 1993)
- Have you had your
break today? (McDonald's, 1995)
- Did Somebody Say
McDonald's? (McDonald's, 1997)
- Do you Yahoo!?
(Yahoo!)
- Why ask why? Try
Bud Dry. (Anheuser Busch, Budweiser)
- Shouldn't your baby
be a Gerber baby? (Gerber Products Company)
- Have you had your Weetabix? (Weetabix)
- How do they cram
all that graham? (Golden Grahams)
- Do you eat the red
ones last? (Smarties)
- Need a moment? Chew
it over with Twix. (Twix)
- Hungry? Grab a
Snickers! (Snickers)
- What would you do
for a Klondike Bar? (Klondike)
- Where's the cream
filling? (Hostess)
- Aren't you hungry
for Burger King now? (Burger King)
- Who's got the best
darn burgers in the whole wide world? Burger King and I. (Burger
King)
- Got the urge?
(Burger King)
- What's the worst
that can happen? (Dr. Pepper)
- Who's your soda?
(Red Fusion, Dr. Pepper)
- Don't you wanta
Fanta? (Fanta)
- What can brown do
for you? (UPS)
- What’s an Intel
chip doing inside a Mac? A lot more than it ever did inside a PC.
(Apple)
- Where did the
computer go? (Apple)
- Which iPod are
you? (Apple)
- So where the bloody
hell are you? (Tourism Australia)
- Who Makes Movies?
(association of movie industry associations)
- Do you want a shape
like a bra? Or do you want a shape like a woman? (Body Bra by
Warner's)
- Wouldn't you really
rather have a Buick? (Buick)
- How strong is the
Chiquita name? How many banana commercials can you sing? (Chiquita)
- Isn't that a lot
for a bottle of Scotch? Yes. (Chivas Regal Scotch)
- Are your friends
living beyond your means? (Chivas Regal Scotch)
- Your client is a
poor, rejected stepchild, whose best friends are dwarfs. Can you
insure her against poisoned apples? (Continental Insurance Co.)
- Should a Tough Man
Make a Tender Turkey? (Frank Perdue Poultry)
- Shall the man work
- or shall you? ... Back of every great step in women's progress
from a drudge to a free citizen has been some labor-saving
invention. (General Electric Clothes Washer, 1924)
- Do you arise irked
with life? Are you prone to snap at loved ones? Our strong, heart
breakfast coffee will change all this! Breakfast becomes a spirited,
even hilarious affair. (General Foods Co., 1958)
- Riddle: What's
college? That's where girls who are above cooking and sewing go to
meet a man they can spend their lives cooking and sewing for.
(Gimbel's Department Store, 1952)
- Can Head & Shoulders
stop dandruff? Can Wilt Chamberlain stuff? (Head and
Shoulders)
- Have you ever had a
bad time in Levi's? (Levi's)
- Do you inhale? Of
course you do! Lucky Strike has dared to raise this vital question
because certain impurities concealed in even the finest, mildest
tobacco leaves are removed by Luckies' famous purifying process.
(Lucky Strike Cigarettes, 1932)
- Where was Moses
When the Lights Went Out? - Groping for a pack of Meccas. (Mecca
Cigarettes)
- Has your girl
turned into a refrigerator? If her air is arctic, try ... MUM. (Mum
Deodorant)
- MILK - Where's your
mustache? (National Fluid Milk Processor Promotion Board)
- In 1944 you won the
war together. Isn't it worth $1.50 to spend five minutes with him
again? (Northwestern Bell Telephone Co.)
- Where will you be
when your laxative starts to work? (Phospho-soda Buffered Laxative,
1969)
- What's the ugliest
part of your body? (Pretty Feet Deodorant, 1969)
- Does it make sense
to jump out of a warm bed into a cold cereal? (Quaker Oats)
- How do you spell
relief? R-O-L-A-I-D-S. (Rolaids)
- Tired of getting
junk mail from someone you don't know? Try getting junk mail from
someone you do know. (Surprise Club, Mail-order Gift Club)
- Which twin has the
Toni? (Toni Permanents)
sources:
Wikipedia: List
of advertising slogans
FEBRUARY 7, 2007
Robin Feuerstein
(Vice President,
InterPublic Group of Companies)
asked:
Is anyone aware of any list of top worldwide, global or international taglines or slogans?
Responses:
1.) How about
the Global EFFIES:
http://www.effie.org/pressroom/press_4_11_06b.html
- Stephen Fleming,
Young & Rubicam Brands
JANUARY 18, 2007
Jeanette Meuller-Alexander
(Business Librarian & Bibliographer
Hayden Library, Arizona State University)
asked:
Is there an index to product placement in films or videos?
Responses:
1.)
For Movies:
Brand Cameo:
http://www.brandchannel.com/brandcameo_films.asp
For Music:
SongTitle:
http://www.songtitle.info/
AdTunes:
http://www.adtunes.com/
- Stephen Fleming,
Young & Rubicam Brands
2.)
I love this source for brands in songs:
American Brandstand: Agenda Inc.
http://news.agendainc.com/mt-agenda/content/archives/american_brandstand
/index.html
It tracks all the mentions of brands in the lyrics of the Billboard
Top 20 singles chart
-
Leslie LaPlante, Interpublic Group
dECEMBER 12, 2006
Carol Doms
(Corporate Librarian,
Nicholson Kovac)
asked:
Does anyone know of the percent of ads using humor?
Responses:
1.)
One of the things
my department creates is a weekly Intelligence Update. A couple
of years ago we did one on sex and humor in advertising. We say that
between 11% and 24% of all ads employ humor but we just source an
anonymous study (and yes, 11-24% is a pretty wide range!).
Great links and
enclosures
•
Ads People Like: Humor, Traditional Values Top the List
(Roper Reports Public Pulse, RoperASW, 03/07/02, 3 pages, pdf,
72k). RoperASW’s syndicated consumer research tracks the behavior and
attitudes of US consumers 18 years and older. In this issue of their
weekly Public Pulse newsletter, consumers revealed how they felt
about brands and advertising just a few months after the September 11th
attacks. Starting on page 3, humor in advertising is discussed.
Surprisingly, given the somber mood that many marketers had chosen to
adopt with respect to 9/11, consumers ranked humorous ads as the ones
they preferred. It seems that humor, when done properly, is never
inappropriate.
• Commercial Avoidance: Trends and Coping
(Labyrinth Publications, 11/24/03, 14 pages, pdf, 84k). This is a
chapter from a published dissertation from the Netherlands’ University
of Groningen titled Consumers’ Moment-to-Moment Processing of
Television Commercials. The chapter on commercial avoidance
includes brief paragraphs on the use of humor and sex in advertising to
capture and hold viewers’ attention. Further, the effectiveness of each
technique is discussed. The authors conclude that sex and humor are
both effective at grabbing attention, but, citing other published
academic studies, they concede neither strategy has been proven to
increase persuasion or brand recall. You can find this chapter at
http://www.ub.rug.nl/eldoc/dis/eco/j.l.c.m.woltman.elpers/c2.pdf.
• Marketing – You Must Be Joking (University of Ulster,
05/24/00, 13 pages, pdf, 44k). This essay on humor in advertising
addresses the issue academically. The authors analyze the great increase
in the use of humor in modern advertising and argue that this is a
highly appropriate tactic in contemporary marketing. The essay focuses
on the Budweiser “Frogs” campaign, which began in 1995. The authors
conclude that funny ad campaigns sell the products they promote by
selling humor itself. The copy-protected essay can’t be printed, but can
be viewed at
www.ucc.ie/ucc/depts/mgt/dk/cv/joking.pdf
.
• A Serious Thing Happened on the Way to Being Funny
(Dean Fueroghne, 2001, 19 pages, pdf, 208k). Dean Fueroghne is creative
director at Mousetrap, an ad agency based in Pasadena, California. This
chapter from his book Always Leave Room for the Mouse focuses on
the science and psychology of humor, and its application in advertising.
The chapter is playfully written and cites many recent examples of
humorous advertising – some good, some bad. Download this chapter at
www.mousetrapads.com/perspectives/Chapter
Four.pdf .
• Sex in Advertising – A Gallup & Robinson Essay
(Gallup & Robinson, Fall 2003, html only). Advertising and marketing
research firm Gallup & Robinson has been testing advertising
effectiveness for more than 50 years. This feature on sex in advertising
was compiled mostly as an entertainment piece, but with 83 pages and 100
advertisements on display, it is highly informative. There is also a
great deal to learn from G&R’s insights on the evolution of the use of
sexuality in advertising from pre-World War II to today. This feature
is divided into 18 chapters such as “WWII Pin-ups,” “Subtle vs.
Obvious,” and “Romantic vs. Sexy.” You’ll find this at
www.gallup-robinson.com/essay1.html
.
- Velda Ruddock, TBWA/Chiat-Day
2.)
Try these:
http://www.isenberg.umass.edu/marketing/funny/
http://thearf.org/research/info-center.html
Also, I think the ARF has an annual study, The ARF Copy Research & Validity Study. This might have the statisitic you're looking for. - Sandy Bautista,
Burke, Inc.
3.)
I
chatted with AAAA they gave me a stat from 1995 which was the most
recent stat I got. They said 9.9 % consumer magazines ads -
humor, TV was 24.4 and radio 30.6. - Carol Doms
4.)
The
Advertising Research Foundation’s
Copy Research Validity Project
was completed in 1990 and though referred to frequently in the
literature, has not been updated since. Part of the study
quantified the percentage of people who felt an ad was “funny or
clever”, but did not seek to quantify the percentage of
advertising or commercials that was humorous.
Several
studies have been done quantifying the percentage of advertising
that is humorous, notably works by both Wayne Hoyer and Marc
Weinberger.
For example:
In a 12/2004
Journal of Consumer Research
review article, entitled: “Humor
in Television Advertising: A Moment to Moment Analysis”,
an estimate is quoted that states that 1 out of 5 TV ads are
humorous.
Another review
article from the June 2005
Journal of Macromarketing quotes a number of
statistics giving the percentage of TV ads containing humor.
They range from 11% to 50%.
In a Summer
2000 Journal of Advertising
article the statistic 11% to 24% is repeated (from
the above mentioned article) but not the 50% statistic.
A 2004
Journal of Consumer Research
article entitled “Humor in
Television Advertising: a Moment to Moment Analysis”,
breaks the figure down by medium stating:
That 1 out of
5 ads contain humourous appeals.
Our
Journal of Advertising Research
contained a study in the May/June 1995 issue on the use of humor
in advertising by medium with numerous breakdowns and stats.
In “The
Impact of Perceived Humor, Product Type and Humor Style in
Radio Advertising” (Flaherty, Spring 2004
Journal of Current Issues and
Research in Advertising), it is stated that 24% of
prime time TV and 35% of radio ads use humor.
Finally, an
August 2, 2004 Creative
Review (British) article discussed the work of Sergio
Zyman of the Zyman Group. He states that his company did an
“exhaustive study of award winning ads” and found that “84% of
award winning ads incorporate humour.”
The following
are the citations for the above referenced articles and a couple
of others containing statistics. Please note that most of these
journals are available on Ebsco’s Business Source Premier:
-
Alden,
Dana L., Mukherjee, Ashesh, Hoyer, Wayne D. The
Effects of Incongruity,
Surprise and Positive Moderators on Perceived Humor in
Television Advertising.
Journal of Advertising
V. 29 N.2 Summer 2000 p.1
-
Beard,
Fred K. One Hundred
Years of Humor in American Advertising.
Journal of Macromarketing.
V. 25 n. 1 June 2005. pp.54-65
-
Flaherty,
Karen, Weinberger, Marc. G, Gulas, Charles S.
The Impact of Perceived
Humor, Product Type and Humor Style in Radio Advertising.
Journal of Current
Issues and Research in Advertising V. 26, N. 1
Spring 2004 pp.25-36
-
Krshnan,
H. Shanker, Chakravarti, Dipankar.
Process Analysis of the Effects of Humorous Advertising
Executions on Brand Claims Memory.
Journal of Consumer
Psychology. V 13. n.3 2003 pp.230-245
-
Thykier,
Casper. Advertising
Does Work
Creative Review
August 2, 2004. p. 40
-
Weinberger, Marc. G., Spotts, Harlan, Campbell, Leland,
Parsons, Amy, l. The
Use and Effect of Humor in Different Advertising Media.
Journal of Advertising
Research
May/June 1995 v35, n. 3. pp. 44-56
-
Woltman
Elpers, Josephine LCM, Mukherjuee, Ashesh, Hoyer, Wayne D.
Humor in Television Advertising: A Moment-to-Moment
Analysis. Journal of Consumer Research. V31 December 2004
pp.592-598
- Peggy Teich and Bert Schachter, the ARF
April 10, 2006
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked:
I'm pulling together examples of commercials that have used sound mnemonics in the vein of the "Intel Inside" musical tag.
I thought of McDonald's, Alka-Seltzer, Outback, Pringles, Rubbermaid and Intel but would love to have your ideas. Fashion examples are of particular interest.
Response
Here are some links that are semi-helpful from my search:
Interbrand on "Sonic Logos"
http://www.brandchannel.com/papers_review.asp?sp_id=1158
"Sound and Brand" study
http://www.cheskin.com/cms/files/i/articles//6__report-Beatnik%20rpt%20final.pdf
http://www.cheskin.com/view_articles.php?id=6
Good jingle source
http://www.taglineguru.com/jinglelist.html
and here are eight
responses from the discussion list:
1.) Very
similar to Intel is the old Maxwell House Coffee percolator jingle.
Others:
Cotton, The Fabric of Our Lives - Cotton Inc
Nothing Comes Between Me and My Calvins - Calvin Klein Jeans
Lifts and Separates - Playtex Cross Your Heart Bra
Rice A Ron, the San Francisco Treat - Rice-a-Roni
Things Go Better with Coke
Think Outside The Bun - Taco Bell
If you've got the time, we've got the beer - Miller Beer
Meow, meow, meow, meow ... Ralston Meow Mix
Don't leave home without it - American Express
Reach Out and Touch Someone - AT&T
The Uncola - 7-UP
We bring good things to life - General Electric
It keeps going, and going, and going - Energizer Batteries
Hey, Mikey... he likes it! - Life Cereal
Think small - Volkswagen
Ring Around the Collar - Wisk Detergent
Takes a licking and keeps on ticking - Timex
Let your fingers go the walking - Yellow Pages
I love New York - NY State Dept of Econ Dev Share moments.
Share the moments. Share Life. Kodak.
The breakfast of champions - Wheaties
All the news that's fit to print - The New York Times
Double Your Pleasure, Double Your Fun - Wrigley Doublemint Gum
How about Midas Muffler--"Trust the Midas Touch."
2.) T-Mobile
3.)
Like a good neighbor,
State Farm is there...
4.) If you go back far enough, there was Cresta Blanca
wine.
5.) The original subway cars in Montréal used to make a
very distinctive, loud sound on departure; it was either the brake
system or the suspension. It was a series of three notes. The transit
system ("Société de transport de la communauté urbaine de Montréal" back
them, now just the "Société de transport de Montréal") had used those
three notes to start off the melody of their jingle. If I remember
right, the campaign was called "Il fait beau dans le métro" ("the
weather is nice in the subway", literally).
6.) I was thinking maybe Nextel/Sprint. That damn
push-to-talk beeping.
And this is not a commercial, but a tv show...the stop watch ticking
before and during 60 minutes.
7.) T-Mobile
8.) Vonage has a very distinctive sound.
March 7, 2006
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked for sources for advertising and marketing case studies. Here is
a summary of the response:
Free Sites
America's Greatest Brands
http://www.americasgreatestbrands.com/brand-case-studies.php
BrandChannel.com
http://www.brandchannel.com/search_result.asp?text_search=case+study
Outdoor Advertising Association
http://www.oaaa.org/outdoor/research/audience.asp#case
Quirk's Marketing Research Review
http://www.quirks.com/articles/
Effie
Awards http://www.effie.org
Kelly Awards
http://www.magazine.org/Advertising_and_PIB/Kelly_Awards/
Thunderbird Case Series (International focus)
http://www.thunderbird.edu/faculty_research/case_series/
Public Relations Society
of America: Silver Anvil Awards
http://www.prsa.org/_Awards/silver/index.asp?ident=sil0
Pay Sites
WARC
http://www.warc.com
American Marketing Association
http://www.marketingpower.com
Harvard Business School Cases
http://www.hbsp.harvard.edu/b01/en/cases/cases_home.jhtml
Stanford Graduate School of Business
http://gsbapps.stanford.edu/cases/
Darden Business School cases (University of Virginia)
http://store.darden.virginia.edu/ecustomer_enu/start.swe?SWECmd=Start
Richard Ivy School of Business
http://www1.ivey.ca/cases/
European Case Clearing House
http://www.ecch.com/
CasePlace.org (aggregates Harvard, Darden ,etc)
http://www.caseplace.org
Books
Encyclopedia of Major Marketing Campaigns
http://www.gale.com/servlet/ItemDetailServlet?region=9&imprint=000&titleCode=GBSE&type=4&cf=e&id=224029
Encyclopedia of Consumer Brands
http://www.amazon.com/gp/product/1558622276/002-7479344-8760052?v=glance&n=283155
Encyclopedia of Advertising
http://www.routledge-ny.com/ref/advertisingencyc/
JANUARY 18, 2006
Patricia Watkins
(Manager INFORMation Services,
Arnold - Boston)
asked "where to find Global Advertising sales & spending by brand."
Stephen Fleming responded:
Free Sites:
Ad Age's
Global Marketing
has the top 100 Global Advertisers:
http://www.adage.com/images/random/GlobalMarketing2005.pdf
Pay Sites:
Xtreme Information sells
global ad spending data:
http://www.xtremeinformation.com/
TNS Media Intelligence will
be offering it soon:
http://www.tns-mi.com/
ACNielsen is another option:
http://www2.acnielsen.com
NOVEMBER 16, 2005
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked: "Ever had to brainstorm examples of brands
within a commodity industry? Or how about examples of "Ingredient" brands?
Send me your examples and I will summarize for the list."
Response:
Brands that emerged out of a commodity category
Perdue Chicken
Sunkist
Folgers and Nescafe
Kleenex
Xerox
band-aid
Duracell
Chiquita
Reynolds Aluminum Wrap
3M Scotch Videos –
campaign from 1983
Shell Optimax - UK
campaign from 2001
Ingredient Ad Campaigns
Dupont Textile Fibers Division
– several campaigns via BBDO in the 80’s for special carpet fibers
Antron and Stainmaster
Nutrasweet
Spenda
Cotton – Fabric of
our Lives
Lycra
Intel
Cisco & Inktomi Dupont Teflon
Delphi Automotive Systems
Hallmark
Commodity Campaigns
FL Orange Juice -
Florida Sunshine Tree
Egg Board -
Incredible edible egg
Haas Avocado Promotion
National Potato Promotion Board
National Hotdog & Sausage Council
The Wine Group
Cheese - Ah,
behold the power of cheese
Plastics (not sure
who does it – but the current one has all plastics melting to show how
much we use them)
AMA (thanking medical people who are AMA members)
Gasoline & Lubricants
- Shell, BP Amoco advocacy campaigns
Maine Lobster Promotion
Campaign Cotton Inc.
Peanuts
-- mostly in NYC subways
Almond Board of California
Got Milk
California Raisins
Pork Council
National Cattlemen's Beef Association
NOVEMBER 7, 2005
Hilary Garrett
(Reference Librarian, Nixon Peabody)
asked: "I am often asked to find lists of leading trade publications for particular industries. I do web searches, trade association searches, news searches, search Ulrich's
and also look at media kits ... [but] I feel I may be missing important publications.
Is there some standard guide that I may not be aware of?
"
Responses:
"I find the list covered by
SI:Special Issues
database is a great source and the
Encyclopedia of
Business Information Sources is a good hard copy guide."
John Ganly New York
Public Library
"You might find the Small Business Sourcebook <
http://digbig.com/4feyh > with listings of trade
periodicals for specific types of businesses (e.g., Insurance Agency)
helpful."
Stephen Fadel Fadel Information Services
October 20, 2005
Jen Hahs
(Manager Information Services, Martin Williams Advertising)
asked: "I need help brainstorming a list of serialized ad campaigns. The Campaign can be with any media as long as it has storylines with continuing chapters or sequences."
Response:
- Country Crock
- Budweiser Frogs from the 1990s (see below for
full description of campaigns)
- NYC AIDS campaign
The New York City Department of Health ran an extremely
well-regarded long-term AIDS-awareness campaign. Referred to as a
"subway soap opera" -
http://www.nyc.gov/html/doh/html/press_archive99/pr43-730.shtml
- Oxo - UK
"a soup, gravy, bullion cube maker in the UK. They have a famous
"serialized" ad campaign that has literally been going on for
something like 15 years. It's not terribly sexy, from what I
remember it has mostly "homey" situations --eg, kid comes home from
school, etc., but the characters have been developing overtime."
- Mastercard ad with dog
- DKNY's - New York Stories
- BMW Films
- Taster's Choice coffee - that romancy soap opera
spot
-
Hallmark romancy soap opera spot
during Hallmark specials
- Visa Jerry Seinfeld campaign with Superman
- Secret antiperspirant – Jack and Shirley knockoff
of Taster's Choice "Couple" campaign
- Fallon's Archipelago campaign - "...a TV program
that would air in one-minute increments every morning at 7:59 a.m.,
one minute before the opening of the Archipelago exchange."
Webisodes
- Ford's "Where's Alex?"
- Polaroid - "Polaroid Palace"
- Lincoln Mercury's "Meet the Lucky Ones" : series
of five short films depict the life, love and heartbreak of 10
characters with interlacing lives.
-
Target
http://www.oddsagainst7even.com
BTS college campaign
- Budweiser Frogs - In the 1990s Budweiser beer
introduced three croaking swamp frogs who snatched containers of
Budweiser beer by zapping them with their sticky tongues or by
enlisting an alligator in their plan to liberate a case of beer from
a nearby cabin. Each frog croaked a single syllable that together
spelled out "Bud-weis-er." The initial frog campaign was criticized
because some felt the alcohol ads were targeted at kids.
Anheuser-Busch denied the allegations. In 1998 during Super Bowl
XXXII ad spots "Budweiser's Bad Day To Be A Frog" (created by Goodby,
Silverstein and Partners) Budweiser introduced the Budweiser Lizards
- a pair of green-with-envy speaking lizards named Louie and Frank
who contemplated rubbing out their amphibian competitors. The 1999
Super Bowl XXXIII continued the frog-hating adventures of Louie &
Frank in a series of three ads spots, one of which showed the frogs
"literally" giving Louie the lizard a tongue lashing (as payback for
the lizards plan to electrocute the frogs). Frank and Louie later
teamed with a ferret who communicated in short, muffled squeaks.
TRIVIA NOTE: An alleged deadly computer virus designed to erase
everything on your computer was disguised as a downloadable
screensaver program featuring the Budweiser Frogs. The Internet
virus was a hoax but the story has been circulating since the late
1990s.
May 9, 2005
Scott Jenkins
(Sr. Information
Specialist, Leo Burnett USA)
asked: "Has anyone done a comprehensive review of databases of advertising
creative? "
Response:
(Thanks to Stephen, Grace and Steven for your responses regarding
creative databases)There are many resources that come to mind when looking at this list: - awards that have creative at their site (One Show, Cannes, etc.)
- historical creative (Ad*Access,
Adflip, Ad Council Historical Campaigns, Emergence of Advertising)
- media specific (OAAA Creative Library)
- current creative magazines (Contagious, X-Tribes, shots.net)
- niche (Commercial Closet)
- and so forth.
We have done a summary of five creative databases: Adcritic.com, Adforum.com,
The Reel, Fast Channel and Source TV. You can
view it at the
DAM Community of Practice (COP) section of the DAM division
.
It is difficult to evaluate creative databases. So, there may be some errors:
it may not include all relevant databases; it will change over time.
Here's a summary of the other sources also:
1. ShadowTV - Streaming video service like TVEyes but includes ads
http://www.shadowtv.com/
2. VMS - video tracking service
http://vidmon.com/
3. Adweek's Best Spots - monthly reviews of recent commercials
http://www.adweek.com/aw/creative/best_spots/index.jsp
4. Adweek's Creative Coverage - Portfolio
http://www.adweek.com/aw/creative/portfolio_display.jsp
5. Communication Arts - for interactive design annual
http://www.commarts.com
6. I.D. - for annual design review
http://www.idonline.com
7. Lürzer's International Archives - archive of creative print and video ads from around the world
http://www.luerzersarchive.com/
8. Le Book - archive of creative print ads and music covers, mainly from France
http://www.lebook.com/
9. Living Room Candidate - archive of presidential TV commercials
http://livingroomcandidate.movingimage.us/
10. Who's Mailing What - database of direct mail campaigns, with information on Who sent What When (subscription based)
http://www.whosmailingwhat.com/
11. AdTunes.com - music from recent commercials
http://www.adtunes.com/
12. SongTitle - music from TV commercials
http://www.songtitle.info/
May 4, 2005
Jen Hahs
(Manager, Info Services, Martin Williams Advertising)
asked: "I could use some help identifying major players on the "Trend
Watching Scene." My goal is to create a list of influential authors, speakers and resources that those in the know would be hip to. "
Response:
Youth
Focused
1. Big Blue -
http://www.bigblue.com
2. Zandl's, Hot Sheet, Irma Zandl -
http://www.zandlgroup.com/hotsheet.html
3. Youth Intelligence -
http://www.youthintelligence.com/company/default.asp
4. Teenage Research Unlimited (TRU) -
http://www.teenresearch.com/home.cfm
People
1. Mayer In Marketing - Ira Mayer, publisher of Youth Markets Alert &
Research Alert
2. Malcolm Gladwell - Author of Blink
3. "Another idea to consult speakers directories that event planners
use. Other speakers that come to mind just from the above list would be
Michael Tchong, Peter Zollo and Erma Zandl."
4. Yankelovich, J. Walker Smith is an excellent presenter
5. people from MIT Lab
6.Faith Popcorn's Brain Reserve
7. Paco Underhill
April 26, 2005
Toni Burton
(Information Coordinator, Institute of Communications and Advertising)
asked the age-old question: "How many ads are consumers exposed to each day?"
Here is a summary of the
responses. Three sources were cited for answering this question:
AAAA
"The
Association of American Advertising Agencies
has compiled studies from the 60's, 70's and from current editions of
TV Dimensions
to
answer this question. If
you are a member of the AAAA:
1.
Go
to the
FAQ’s (in the MEMBERS ONLY section)
2.
Choose AD EXPOSURE
from the drop down menu and click GO."
TV Dimensions
"In
TV Dimensions
(annually
published by Media Dynamics
http://www.mediadynamicsinc.com)
there is a historical chart estimating the average adult's daily
exposure ad exposures for TV, radio, print, and Internet. It
estimates that 294 (not the usually stated 3,000) ads are
potentially exposed daily. For an 18-hour day that is and ad
every 3.7 minutes."
"When people come to me with this question, I try
to divert them to the info in
TV Dimensions which I think takes
a much more sensible approach. They give a chart on "Trends in
Average Hours of Daily Exposure to 5 media per US Adult," and
another chart on the number of ad exposures per adult on an
average daily basis by medium - leaving the calculation to the
requestor. So for example, for TV, a typical adult TV viewer
watches about 3.5 hrs of TV per day. There are about 32 ad
messages in an hr. They say that 1/3 of the audience avoid
commercials by various means, (leaving the room, switching
channels, etc. So that is 74 commercials during a typical
TV
session. They give figures for TV, Radio, Mags, newspapers &
Internet."
"We use
TV Dimensions's, "How Many Ads Do We See"
pgs. 351-353. Relevant quote: "...a typical adult now has the
opportunity to view, read or hear 288 ads per daily; however, of
these, over half (54%) or 155 ads gain any degree of scanning or
attention." They also have a discussion on how the numbers
sometimes quoted of 1500-3000 are actually clutter that makes
the number of actual ads exposed to smaller."
ANA, GMA / Nielsen Media Research
Don't
blame ads: Kids view fewer food commercials; ANA, GMA studies
released, June 14, 2004.
Advertising Age,
June 14, 2004
...The ANA and GMA study compares Nielsen Media Research data over
the last 10 years. A key finding of the study is that kids
today are seeing fewer food and fast-food ads then they did a
decade ago. In 1994, kids under 12 saw an average of 5,909
broadcast and cable TV ads for food or fast food, while in 2003,
they viewed 5,038. The study also found, using Nielsen
data, that over the last decade, actual spending on TV
food ads has decreased, from $5.92 billion in 1994 to
$4.98 billion in 2003. (Both figures were adjusted to
reflect 1993 dollar values to show a true
comparison.)..."
April 1, 2005
Carol Doms
(Corporate Librarian,
Nicholson Kovac, Inc.)
asked for
a cable reference book that would include
detailed information on various cable systems such as:
- Home passed
- Cable Subscriptions
- Services Offered
- Zip Code Serves
- Zones, Maps, etc.
Here is his summary of the responses:
Janet K. Bates of
Comcast suggested these
resources:
Broadcasting and Cable
Yearbook Bowker Publishing
www.bowker.com
National Cable and Television Association
www.ncta.com
Trade Journals
MulitChannel News
Broadcasting and Cable News
Heather Tapager of the Milton S. Eisenhower Library at
Johns Hopkins |