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Advertising intent
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Excerpt from Term Paper:
Advertising intent
Assessing the Intention of Advertising Campaigns
Introduction
Brandings long-term effectiveness is in large part defined through the accumulated effects of advertising campaigns. The extent to which an advertising campaign stays consistent and bolsters a companys branding and the unique value proposition (Anderson, Narus,Rossum, 2006) in the long-term and contributes to greater awareness and sales in the short-term is the essence of the challenge companies have in creating their advertising campaigns.
Assessing Starbucks and Chrysler
In the article Dumb Cup (Mirsky, 2007), the use of controversial, debatable quotes on the side of Starbucks coffee cups is discussed as one of the many marketing strategies Starbucks is using. The bottom line is that this strategy was effective in terms of gaining greater awareness for the company, as one of the editors for Scientific American felt compelled enough to devote a column to it. The humorous recommendations made (Mirsky, 2007) including quotes from comedian Lewis Black on the proliferation of Starbucks outlets brings an entirely different and more light-hearted perspective to the marketing campaign. In considering the broader effectiveness of this strategy of putting controversial and debatable quotes on the side of coffee cups, the unique value proposition of Starbucks is also fueled
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