1 / 23

Is Candy Dandy or Is Liquor Quicker?

Is Candy Dandy or Is Liquor Quicker? . A short discourse into Positive and Negative approaches in advertising. A recurring question. Marketers want their brands to have a nice, cozy image, enjoy a bond with the consumer. They are usually averse to negative propositions. Centrum marketing:.

taylor
Download Presentation

Is Candy Dandy or Is Liquor Quicker?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Is Candy Dandy or Is Liquor Quicker? A short discourse into Positive and Negative approaches in advertising

  2. A recurring question. • Marketers want their brands to have a nice, cozy image, enjoy a bond with the consumer. • They are usually averse to negative propositions.

  3. Centrum marketing: Positive versus negative stances, with sales as judge.

  4. Campaign born in a Crisis. • The change of tenor for Centrum was born during the Asian Crisis. • What was a tactical campaign to reduce a decline in sales became a campaign of many years.

  5. Sales was astonishing. • We didn’t just reverse the decline, we upped sales by more than 50%. • Then we turned the tactical into a campaign.

  6. Then, client wanted a positive image.

  7. Campaign didn’t work. Pulled it out after a month or so.

  8. Then we ran a really dark campaign.

  9. Results? • 60% over the preceding year.

  10. Learnings:

  11. Thou Shalt Not. • The negative has stronger inherent drama. • The absence of a problem does not make for compelling ads. • Negative advertising works – very well.

  12. Settling a question of psychology. • If one is aiming for a specific end result, then negative feedback will result in moving toward that end point. • Hill, W. (1985). Learning: A survey of psychological interpretations. (4th. Ed.). New York: Harper and Row. • Skinner, B. (1953). Science and human behavior. New York: MacMillan. • Skinner, B. (1968). The technology of teaching. New York: Appleton-Crofts. “ ”

  13. Thank you.

More Related