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The Professional Student: “Greatest Marking Campaigns” Outdoor Advertisements

Hello, and welcome back to the Professional Student! This week, I’ll be examining outdoor advertisements. Not to be confused with advertisements for the outdoors, outdoor advertisements are those that are outdoors, like a billboard.

I always like to start out by listing the criteria for the analysis, just in case you’re new here!

The deliverables are composed of 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement?

1. The Marlboro Man Billboard

I wanted to start this off with something I remember seeing constantly as a child: cigarette advertisements on billboards (which are now banned as of 1999). A link to the advertisement is below. Marlboro is owned by Philip Morris USA.

https://calisphere.org/item/7b50e39fca2b1b4a1df28e26efdc11c2

For me, seeing the Marlboro Man is iconic, as he was an icon in his own right. The billboard features the Marlboro Man on a horse in a blue denim shirt, tan jeans, a cowboy hat, gloves, and a rope for rounding up animals. He has a cigarette hanging out of his mouth and faces in a side view profile. It brings back memories of seeing these advertisements everywhere as a child. My first thought was that I couldn’t imagine how difficult it would be to smoke and ride a horse while rounding up animals, but hey, it’s the Marlboro Man. Aside from Chuck Norris, he can do anything! He is a rugged, manly man who smokes red, so if you’re a rugged, manly man, you should smoke them, too (value proposition)!

Obviously, the purpose of this advertisement is to sell Marlboro cigarettes. The billboard is from 1982 and was featured on the Sunset Strip in Los Angeles. Before 1950, Marlboro cigarettes were advertised to women only, but that changed with the introduction of the Marlboro Man, who was always featured smoking Marlboro Reds. Marlboro Reds used to have a red filter to hide lipstick stains, but they failed to attract women. So, they slapped a brown filter on it, complete with a cowboy (the Marlboro Man), and marketed it to men.

A 1982 article in The New York Times by Eric Pace discusses the price of cigarettes jolting up from about 20 cents per pack to 82 cents per pack. I am not a smoker anymore, but I smoked for 10 years during my time in the Army. I can recall a time when a pack of cigarettes was almost $10, depending on where you were in the country, as some states have higher prices than others.

Another New York Times article by Phillip Wiggins in 1982 highlights that Philip Morris is the second-largest tobacco country after R.J. Reynolds Industries. Operating revenues in 1982 were 10.89 billion, with a profit of 676.2 million.

2. Sheets Energy Strips, “I TAKE A SHEET.”

My second advertisement isn’t exactly the greatest or something considered great advertising, but it made me laugh hysterically because of how ridiculous it is. What it is, though, is a great failure, and as such, it deserves to be revisited. I can’t believe a company’s marketing team thought this was a good idea! I must highlight this as a failure because this is exactly what you should not do!

PureBrand owns Sheets Energy Strips. These energy strips essentially dissolve on your tongue to give you energy. I can’t help but see the resemblance to dropping acid. Not that I’ve ever dropped acid (I haven’t), but I am not ignorant of the fact of what it is, either. We’ve all studied psychology, and the 70s were wild. The box of energy strips features a face with only a mouth and a tongue sticking out with a hand, placing an energy strip onto the tongue that looks exactly like dropping acid. I bet the kids loved this! I can’t find Sheets Energy Strips for sale, but there are plenty of other brands being marketed as dietary supplements. They’re insanely expensive on Amazon.com, ranging from $20-$30 for one box containing 30 strips.  Honestly, just buy a case of energy drinks if you’ll pay $30 for that!

Let’s get to the juicy part: the advertisements! Below is a link so you can see them.

View at Medium.com

There are two featured on that webpage. The first is a woman in a bathing suit with a big smile on her face. She has a swimming cap on and goggles as if she is about to compete competitively, even though it’s a casual pool you would find at a hotel or apartment complex. Athletes use a lot of energy, so maybe that’s their target market for the ad. Here is where it goes wrong. In big, bold white words across the woman, it says, “I TAKE A SHEET IN THE POOL.” First of all, no, you don’t! This isn’t Caddy Shack. No one is throwing a Snickers bar into the pool. They were trying to be funny, but it comes off as crude. I find it hysterical. Not at the words but at the fact that this was publicly advertised on the side of a bus stop and billboards. Next to that, there is a professional woman. A student, a professor, a bookworm, perhaps? She is dressed in a black suit with glasses and looks conservative. She has a slight grin on her face while holding a stack of books. There is also a wedding ring on her hand. Like ad 1, it says in bold white letters, “I TAKE A SHEET AT THE LIBRARY.” It must have been all the Starbucks working its magic. Okay, back to the seriousness. I really can’t believe this was an ad campaign! This obviously targets students and professionals alike, who have very busy schedules and might need an extra energy boost.

According to CSP Daily News (2011), PureBrands spent $10 million on advertising and partnered up with athletes and celebrities alike, such as Pitbull and LeBron James. According to the SEC, PureBrands took a net loss of $21,094,983 in 2012 and $12,583,216 in 2013.

3. Surreal Cereal

Surreal Cereal is a plant-based based high protein, low carb, zero sugar cereal that is “Surreal because it shouldn’t work, but it does, brilliantly.” Surreal is owned by Jac Chetland and Kit Cammell, two British entrepreneurs reinventing the breakfast game by making a nutritionally balanced cereal that tastes great for adults. I can’t find this product for sale in the US, but on Amazon’s UK page, I found a variety pack of 4 for 24 British Pounds.

The specific advertisement I’ve decided to look at is called “No Work January” and can be seen in the link below.

Surreal Cereal – Marketing Geniuses at Play

There is an all-white background that reads: January. Protein. Whatever. Can’t be bothered this month? Neither can we. Whatever is written in rainbow words. Next to the words are cereal boxes, and on the bottom right hand, the word “SURREAL” is printed in bold black letters.

I think this advertisement is clever, as many people are trying to drop holiday weight as their New Year’s resolution. The message, can’t be bothered this month? You don’t have to be with our cereal. Just eat it. The target market segments are adults who want to eat healthy, eat good, and not think about it. People who live active lifestyles or those who are athletic are also a great market. Folks who are looking to improve their health is another market segment.

Regarding the financial information, the company is registered as a private limited company in London, England.

4. okcupid, DTF

Okcupid, an online dating site, is owned by Match Group, which also owns Tinder, Hinge, Plenty of Fish, and other dating apps and sites.

The billboard advertisement I’ve chosen to analyze features two lovely ladies. Below is the link for the advertisement.

https://www.designrush.com/best-designs/print/trends/best-billboard-ads

The first woman picked up her date and held her up in her arms sideways while her arms wrapped around her neck, holding a rose. The background is all baby pink and says “DTF” in big, bold yellow letters with a black shadow. Next to DTF it says “ALL HEAD OVER HEELS” bolded in black. The bottom of the billboard says okcupid, and below that, “DATING DESERVES BETTER” is printed in bold black letters.

I will not elaborate on the acronym DTF, but if you’ve watched The Jersey Shore, you know what comes to mind. However, okcupid took a play on DTF, and it doesn’t mean what you think it means here. DTF certainly grabs attention and gets a laugh, but in this ad campaign, DTF means down to thrift, down to furiously make out, down to flea market, etc. It is a way to connect to millennials and a modern audience.

I like the colors of the billboard. They’re bright. I like to see the LGBTQIA2S+ community being represented. Its modern, and it targets exactly who it was meant to target. Though millennials and modern people might have been the target, Gen Z can’t be discounted as they’re a much more accepting and open generation than previous generations.

Match Group has a net worth of $8.65 billion and a value of $11.63 billion (Stock Analysis, 2024). Love is a good business to be in! Match Group spent $519.6 million on advertising in 2023 and $447.9 million in 2022. In 2016, they spent $325 million but have steadily increased to spending an average of half a billion since 202 (Dixon, 2024).

5. Chipotle, “As Real As It Gets”

Am I the only one who thinks Chi-pot-le instead of Chipotle? It makes me laugh every time. I like Chipotle, but I don’t eat there often. It isn’t exactly something that comes to mind, and I find their food overly salty. Every bite I take slowly increases my blood pressure levels until my feet start to retain water and swell up. Chipotle is a publicly traded “Mexican Grill” quick service fast food restaurant owned by The Vanguard Group, which holds majority shares. Surprisingly, Chipotle is not franchised and is owned and operated by the corporation itself.

This advertisement is funny nonetheless and can be seen by clicking the link below.

https://www.commarts.com/exhibit/chipotle-billboards

The billboard features a burrito with some bites taken out of it, as the contents have spread out all over only what one can assume to be a table. You can see the foil wrapper slowly being peeled away, and next to the burrito, the words “REALEST WRAPPER IN THE GAME” appear in bold white letters against a grey “table” background. Below that, there is the Chipotle logo with the words “AS REAL AS IT GETS” in bold black letters.

This is obviously a play on words and a nod towards the music industry, specifically the rap music genre, where rap artists and musicians claim to be unchanged by their fame and money as they’re “the realist of the real” rapping about real life, real situations, or their own personal stories. The billboard made me smile, but it didn’t make me want to eat a burrito, which appears to be what is being sold. A real burrito, of course, not those fake burritos sold elsewhere.

According to Google Finance (2024), Chipotle is valued at $79.74 billion and had revenues of $2.52 billion in 2023. Chipotle spent a quarter of a million dollars on advertising in 2022 and $264.09 million in 2023.

Thanks for stopping by The Professional Student. Don’t forget to leave me a comment!

References

About. Surreal UK. (n.d.). https://eatsurreal.co.uk/pages/about

Cable News Network. (1999, April 29). Marlboro Man hangs up billboard hat. CNN. http://www.cnn.com/US/9904/23/tobacco.billboards/

Chipotle billboards. Communication Arts. (2017, May 15). https://www.commarts.com/exhibit/chipotle-billboards

CSP Daily News. (2014, August 28). Lebron James, purebrand roll out sheets energy strips. https://www.cspdailynews.com/general-merchandise/lebron-james-purebrand-roll-out-sheets-energy-strips

Design Rush. (2023, December 7). 12 Best Billboard ads with inspirational designs. DesignRush. https://www.designrush.com/best-designs/print/trends/best-billboard-ads

Dixon, S. J. (2024, February 26). Match Group annual AD spend 2023. Statista. https://www.statista.com/statistics/1101065/match-group-ad-cost/#:~:text=Online%20dating%20company%20Match%20Group,its%20ad%20spending%20since%202016.

Google. (n.d.). Chipotle Mexican Grill, Inc. (CMG) stock price & news. Google Finance. https://www.google.com/finance/quote/CMG:NYSE?sa=X&ved=2ahUKEwj2-9G81cyFAxXA4MkDHSmODHEQ3ecFegQIPRAg

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

Leonelli. (1983, January 1). Marlboro Man Billboard. Calisphere. https://calisphere.org/item/7b50e39fca2b1b4a1df28e26efdc11c2/

Match Group, Inc. (MTCH) Statistics & Valuation Metrics. Stock Analysis. (n.d.). https://stockanalysis.com/stocks/mtch/statistics/#

Pace, E. (1982, November 2). Cigarette prices tiptoe higher. The New York Times. https://www.nytimes.com/1982/11/02/business/cigarette-prices-tiptoe-higher.html

Roach, E. (2012, August 27). Purebrands of Boca Raton’s energy strip a hit with co-owners Lebron James, pitbull. The Palm Beach Post. https://www.palmbeachpost.com/story/business/2012/08/26/purebrands-boca-raton-s-energy/7834465007/

Sec.gov. (n.d.). https://www.sec.gov/Archives/edgar/data/1062273/000114420413069417/v363889_10k.htm

Statista Research Department, & 4, M. (2024, March 4). Chipotle’s AD & Marketing Cost Worldwide 2023. Statista. https://www.statista.com/statistics/504077/chipotle-ad-marketing-spend/

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The Professional Student: “Greatest Marketing Campaigns” Magazine Advertisement Analysis

Hello, everyone, and welcome back to The Professional Student! This week, graduate students at Western Carolina University were challenged to analyze five magazine advertisements, keeping with the theme from the greatest marketing campaigns assignment. 

As I have posted previously, I will list the deliverables below for the analysis in case you’re just joining me for the first time.

The deliverables are composed of 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement? 

1. Old Spice: Smell like A Man, Man Advertising Campaign

The Smell Like a Man, Man magazine advertisement features old spice deodorant, body wash, and body spray with a beautiful background featuring the beach and ocean. The advertisement can be seen below.

https://www.strategian.in/post/case-study-on-old-spice-smell-like-a-man-man-campaign

A white horse is leaning into the display of hygiene products with a man sitting on his back. The man is shirtless in a pair of rolled-up jeans, tan boat shoes, and a matching tan belt, and his shirt is tied around his neck in a preppy manner like he is about to play a round of tennis. He has one hand on his hip, and the other is flat with his palm facing up, holding a bottle of body spray. His head is slightly tilted with a smirk and one slightly raised eyebrow to draw the viewer in. He is looking at you, and it is hilarious! His face is funny, and the notion of a man dressed the way he is dressed galloping about the beach with body spray on his palm like a serving tray full of drinks. The Old Spice Boat is displayed on the top right with the words “Old Spice” below it in classic Old Spice red. Under that, there is “SMELL LIKE A MAN, MAN.” 

Old Spice is owned by Proctor & Gamble, as I have previously discussed in the radio campaign advertisement blog. The consumer the advertisement is targeting is men who want to smell like a man, man! What’s the value proposition? Smelling like a man, of course! The objective of the advertisement is to sell a combination of Old Spice products. Interestingly enough, as I was reading about this campaign further, I discovered the reason behind this advertising was to encourage men to buy Old Spice products without taking away the fact that women enjoy using Old Spice products as well. 

This advertisement campaign ran from 2009-10, and according to an article in the New York Times, Old Spice spent $7.5 million advertising body wash in 2009, well under the $30 million spent by Axe body wash. However, in 2010, Old Spice was more aggressive than Axe and spent $11.4 million in the first quarter, whereas Axe only spent $3.6 million (Newman, 2010).

2. Nissan’s “Stay Home” COVID-19 Advertising Campaign

The second advertisement that I’ve chosen to look at is from Nissan, a popular Japanese vehicle manufacturer. Nissan serves many global markets, including Egypt, where this campaign was published. I really enjoyed looking at the two magazine advertisements that are shown in the link below.

https://www.adsoftheworld.com/campaigns/stay-home-8b153c9b-c5ac-4393-abdc-5a718cc8a38c

The first one has a Nissan symbol with a red backdrop. Below the symbol, the words “Innovation that excites” appear. Next is another display of words, “A safety Driven Lifestyle (value proposition). .” Below that is a vehicle bench seat displayed and set up like a living room space, complete with a floor lamp, table, and a house plant. To the right of the car seat couch, the words “Staying home with your family will save your life.” 

This was a very responsible and smart move for Nissan, and this advertisement would have served well in other markets outside of Egypt during a time of uncertainty. The use of the hashtag was also smart, as it highlights the widespread use of hashtags across several social media platforms. Hashtags place posts in related categories that pop up when users search for specific information. Using that particular hashtag could take people directly to Nissan’s social media posts or posts by users regarding Nissan. 

It wouldn’t be outrageous to think that most people who purchase vehicles value safety, especially a family vehicle where their loved ones will be passengers. Using the staying safe theme to highlight the safety of Nissan vehicles and the safety of staying home during the pandemic was smart. Nissan is demonstrating care and compassion while advertising its cars. I thought it was brilliant to use one of their vehicle bench seats in the same fashion as a couch in a living room. It looks warm and inviting, so Nissan’s are also safe, warm, innovative, exciting, and inviting!  A lot has been communicated in a straightforward ad, which I love.

The second advertisement is set up the same way with a few differences. Instead of a bench seat, there is a luxurious leather power bucket seat, almost recliner-like, complete with a gold side table, a vase of flowers, a reading book, a tall houseplant, and a beautiful light fixture hanging above it. The words “Enjoying the comfort of your home will save your life.” 

The same messages are being communicated, but I think both ads target two very different clients. In advertisement one, the bench seat is basic and made from cloth. Generally, cloth seating is more affordable than leather seating. The second advertisement seems more luxurious and aimed at customers who value luxury and comfort over practicality and price. It’s like looking at a base model vehicle versus the top-of-the-line trim level. 

In advertisement one, the target market is families or people looking for safety and practicality. In advertisement two, the target market is older people or people with more disposable income who value comfort and luxury. It doesn’t matter if you choose a base model or a top-of-the-line model because both will deliver innovation that excites a safety-driven lifestyle. 

Looking at Nissan’s financial data, sales in 2018 were strong at over 11 million Japanese yen. 2019 sales dipped slightly to just under $10 million Japanese yen. In 2020, sales dipped further to just under 8 million Japanese yen and have been going back up. In 2022, sales were at just above 10.5 million Japanese yen, which is almost on par with 2018 (Carlier, 2023). Looking at the amount spent on advertising, the numbers are very low compared to revenue (not bad). In 2018, Nissan spent just over 300,000 Japanese yen. The number continues to decline, and in 2020, Nissan spent 232,534 Japanese yen. In 2020, numbers were almost on par with what was spent in 2018, at 283,505 Japanese yen (Statista Research Department, 2023). I can see the correlation between what Nissan has spent on advertising and that year’s revenue. Of course, we have to take into account the pandemic and pandemic recovery, especially regarding the auto industry, as there were supply chain issues with microchips.

3. McDonald’s McMobile Advertising Campaign 

The McDonald’s McMobile campaign was targeted in North America and Canada, as the advertising agency was based in Montreal, Canada. A link for the advertisements is below.

https://www.adsoftheworld.com/campaigns/mcmobile

I found this advertisement to be simple yet effective. It was to the point, and I automatically understood what was being communicated. I had no particular feelings about the ad, but I don’t eat at McDonald’s. Displayed on the top right-hand corner of the advertisement are the classic McDonald’s golden arches with the words “Download. Order. Enjoy.” displayed. There is a burly background, and a woman holds her phone horizontally as if to take a photo. On her screen is a ham, cheese, and egg McMuffin. Similar images include a McCafe and a classic quarter-pounder. 

The value proposition is simple. Download the McDonald’s app, order, and enjoy your food. The target customer would be folks on the go who don’t want to deal with the time it takes to order and wait for food in person. This advertisement campaign was released in 2020, and McDonald’s grossed $19.21 billion globally, less than the previous year (Statista Research Department, 2024). There is nothing odd about the numbers because of the COVID-19 pandemic. McDonald’s spent over 650 million dollars on advertisements in 2020 globally (Statista Research Department, 2024).

4. Febreze Odor Chart Advertising Campaign

Nobody likes a bad smell, and Febreze is in the business of smelling good! This advertising campaign was released in Turkey, but it could have been successful anywhere as it is easy to understand and cleverly designed to represent a pie graph using smelly foods. Here is a link to the campaign. Like Old Spice, Febreze is owned by Proctor & Gamble.

https://www.adsoftheworld.com/campaigns/odor-chart

Three different advertisements are featured, all with Febreze Air in Ocean Mist. Advertisement one features a moldy wheel of cheese with a slice missing from it. Next to the mold wheel of cheese pie chart, a statistic states, “Bad odor makes it 84% harder to remember our memories.” As a chef, I appreciate this statement as it has been proven that smells can trigger memories. Nobody wants a bad or unpleasant memory triggered by a bad smell. 

In the second version of this advertisement, a red onion pie chart is featured, with the statistic “60% of the people who are exposed to bad odor has bad mood.” I don’t like to smell bad things, but I’m unsure about the truth regarding this. There are some grammatical errors, however. The “%” symbol is displayed on the wrong side of the number, and the “has” should have been “have a bad mood.” I’m not nitpicking, as this advertisement was in another country, but I noticed it. I completely understand how difficult it is to write in a foreign language and make an advertising campaign. I certainly could not make a Turkish advertisement. 

The last advertisement features a slice of a boiled egg pie chart with the statistic, “People stay up to 80% shorter on average in places with bad odor.” If your house stinks, your guests won’t want to be there. I like Febreze, and I think it has uses mainly in the bathroom as an after-spray deodorizer because it doesn’t matter how much you spray. If your home needs cleaning, no amount of Febreze can cover that up. Just clean your house! Most people don’t just slap on some deodorant daily without washing their pits, and if you do, that’s on you, but it isn’t going to be me! 

Some of the statistics made me laugh, and the use of stinky foods in the form of a pie chart was creative. The value proposition is clear: Febreze eliminates foul odors (to a point). Who is the target market? Anyone, I think, unless you’re scent-sensitive or allergic to strong smells. I also like the bright colors, as they grabbed my attention. The advertisements were simple and effective, which is something that I appreciate. 

I’ve discussed the financials of Proctor & Gamble in previous blog posts, so I will skip it and dive into something different. I’m curious to know how many brands that Proctor & Gamble owns. Proctor & Gamble is the 4th largest corporation in the world by market capitalization, and it’s Fortune’s 6th most admired company. Proctor & Gamble serves over 5 billion people globally with its brands (MMA, 2024). According to Levine (2024), “Proctor & Gamble is a leading consumer staple company with 80 brands.”

5. World of Wildlife Foundation “Love it or lose it” Campaign

The final series of magazine advertisements I will look at are from the World of Wildlife Foundation. The WWF is a non-profit dedicated to wildlife conservation and endangered species. Here is a link to their homepage to learn more.

https://www.worldwildlife.org

Here is a link to the “Love it or lose it” campaign.

https://www.worldwildlife.org/pages/public-service-advertisements-psa

The Love It or Lose It campaign features several images, but the theme is clear: if we don’t love it, we will lose it. There is a billboard featuring a woman drinking water, and below the words, “Time is running out to protect our freshwater. Act now. Below that is a honeybee pollinating a flower with the words, “Time is running out to protect our food system. Act now. The theme continues with glaciers melting, endangered tigers, and forests. 

This series makes me sad because it’s true. All people have a responsibility to the environment in which we live on Earth. A lot is destroyed for the benefit of people, and it is unfortunate. Little things can make significant differences, like recycling, eliminating plastics, taking a shorter shower, organic gardening, renewable energy, etc. I think this is the value proposition. It’s the “Act now” aspect of the campaign. The target audience is everyone, as we are all responsible for doing our part to reduce carbon footprints. 

According to the World Wildlife Foundation, 85% of WWF spending is on worldwide conservation. Since WWF is a non-profit, all of its financial information is available below on its website. 

https://www.worldwildlife.org/about/financials#:~:text=All%20told%2C%20WWF’s%20net%20assets,pressing%20needs%20our%20planet%20faces.

Total revenues in 2023 amounted to 469,953,556 million dollars, and total expenses were 454,544,058 million. Regarding expenses, the amount spent on advertising was not explicitly listed. I saw their audit for 2022, which included 8,613,526 million dollars in advertising expenses. Revenues were slightly less in 2023 than in 2022, so I am guessing that advertising was around the same or slightly less. 

The audit can be found below.

https://files.worldwildlife.org/wwfcmsprod/files/FinancialReport/file/wvsz4ctol_2023_World_Wildlife_Fund_Inc_SF_CFS.pdf?_ga=2.56794538.1415699859.1713125081-1843126818.1713125079

Thank you for taking the time to stop by The Professional Student. Please remember to comment or ask questions. Thank you, and I hope everyone enjoyed this analysis! 

References

Akhtar, S. (2022, June 15). Case study on old spice “smell like a man, man” campaign. Strategian. https://www.strategian.in/post/case-study-on-old-spice-smell-like-a-man-man-campaign

Carlier, M. (2023, August 29). Nissan: Total net sales. Statista. https://www.statista.com/statistics/314849/total-net-revenues-of-nissan/ 

Febreze: Odor Chart • ADS of the WorldTM: Part of the Clio network. Ads of the WorldTM. (n.d.-a). https://www.adsoftheworld.com/campaigns/odor-chart 

Funding and financial overview | WWF. (n.d.-a). https://www.worldwildlife.org/about/financials 

Levine, S. (n.d.). What companies does Procter & Gamble Own?. The Motley Fool. https://www.fool.com/investing/how-to-invest/stocks/what-does-procter-and-gamble-own/

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

McDonald’s: Mcmobile • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.-b). https://www.adsoftheworld.com/campaigns/mcmobile 

Newman, A. A. (2010, July 15). Old spice argues that real men smell good. The New York Times. https://www.nytimes.com/2010/07/16/business/media/16adco.html# 

Nissan: Stay home • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.-c). https://www.adsoftheworld.com/campaigns/stay-home-8b153c9b-c5ac-4393-abdc-5a718cc8a38c

Procter & Gamble. MMA Global. (n.d.). https://www.mmaglobal.com/members/procter-gamble#:~:text=As%20the%20world’s%20largest%20multinational,the%20world%20with%20its%20brands.

Public service advertisements (PSA) | pages | WWF. (n.d.-b). https://www.worldwildlife.org/pages/public-service-advertisements-psa 

Statista Research Department. (2023, September 13). Nissan ad spend 2023. Statista. https://www.statista.com/statistics/1412701/nissan-motor-advertising-spending/ 

Statista Research Department. (2024, March 19). McDonald’s revenue 2023. Statista. https://www.statista.com/statistics/208917/revenue-of-the-mcdonalds-corporation-since-2005/

Statista Research Department. (n.d.). 

WWF – endangered species conservation | world wildlife fund. (n.d.-c). https://www.worldwildlife.org/ 

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The Professional Student: “Engaging Professional Marketing Services”

For this assignment, graduate students at Western Carolina University in the Innovative Leadership and Entrepreneurship program were challenged to visit a PR firm, advertising agency, or other marketing services firms to create a publicly available audio or video presentation. Alternative options include writing an essay based on research or creating a digital tour for a professional marketing firm. 

I decided to visit a local PR firm, Darby Communications, in Asheville, North Carolina, and make a video presentation. The firm is owned by another student in my cohort, Coral Darby. Coral was kind enough to grant me access to her business and her amazing staff. Everyone at Darby Communications was so kind and I appreciate the time everyone gave me. Thank you Coral, Mindy, Suzanne, Lysianne, Stacy, and Angie!

Coral, along with all the interviewees, have given their written consent to have their interviews publicly released. Consent forms have been uploaded online to the university portal in accordance with Western Carolina University policies and procedures.

Please take an opportunity to check out Darby Communications in the link provided below:

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I hope you enjoy my video presentation, which you can access at the link below, and I look forward to reading your comments and feedback. Thanks for stopping by, and I hope everyone is enjoying The Professional Student!

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The Professional Student: “Greatest Marketing Campaigns”Newsprint Advertisement Analysis

This week, WCU graduate students studying innovative leadership and entrepreneurship are diving into newsprint advertisement analyses. If you’ve missed my previous analyses, I’ll post the criteria below.  

The deliverables for the assignment analysis are composed into 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement?

1. “We Can Do It,” 1942

The first newsprint advertisement I want to explore is a popular and well-known one that has resurfaced countless times since it was first produced during World War II. I’m referring to the “We Can Do It! Rosie the Riveter” poster. I’m not sure if this counts as a newsprint advertisement, as it’s a poster, but it is iconic and something I’ve always been attracted to. Here is a link to the famous war-time poster below:

https://www.loc.gov/item/2021669753

The poster, produced by Westinghouse during World War II, was part of a national campaign in the United States. There was a labor shortage in jobs that men traditionally filled due to the war. The campaign aimed to recruit women into the workforce (value proposition) to fill vacant jobs during a time when women were traditionally running households or limited to the types of jobs that were “acceptable.” The jobs that needed to be filled were in the defense industries, civilian service, and the armed forces. These campaigns were very encouraging, especially for women who had never had a job, to join up and contribute their part during the war (Library of Congress, 2024).

The poster depicts Rosie the Riveter all done up with a full face of makeup, wearing what appears to be a mechanic’s or flight uniform, with her hair pulled up in a red polka-dot scarf while flexing her arm muscles. Her face, while glamorous, looks focused and fierce. She looks strong and ready to take the world on. Looking at the poster makes me feel motivated and reminds me that we can all do jobs and take on new tasks, regardless of who traditionally does them. The yellow and blue background makes her pop and stand out. It almost reminds me of Mr. Clean for some reason. Later, tools, lunch boxes, and different war work uniforms were incorporated into revised images. 

The image has continued to resurface over time, representing women’s rights. Rosie the Riveter has been identified as Naomi Parker, who was working in a machine shop at a Naval Air Station in Alameda, California when her photo was snapped by a photographer sent to a photo agency and later became the face of the campaign. She even had heels on with her jumpsuit, working at an industrial machine. Naomi wasn’t officially recognized until 2016 and passed at 96 on January 20, 2018 (Pruit, 2023).

2. “Brad Is Single,” Norwegian Airlines- 2017

The second newsprint advertisement I’ve picked is modern and won a Cleo award in 2017. Norwegian Airlines took advantage of the very public split up of “Brangelina,” Brad Pitt and Angelina Jolie. In this advertisement, in big white letters on a bright red background, there is an announcement that “Brad is single,” and one-way tickets to fly to Los Angeles start at $169 British pounds, including taxes. I find this to be hilarious, and it makes me laugh. The advertisement can be seen below here: 

https://clios.com/awards/winner/print/norwegian-airline/brad-is-single-21503

The value proposition is a cheap flight to Los Angeles. Go travel, see the stars of Hollywood, and maybe even bump into the freshly single Brad Pitt! I mean, it’s not Las Vegas, but anything can happen, right? 

I could not find specific advertising budgets for Norwegian Airlines, but I did find the 2017 financial data that they released. According to Norwegian Airline Reports (2018), they experienced a net loss of 22.7 million British pounds due to increased fuel prices, wet lease, and passenger care. Total revenue was 2.8 billion British pounds, a 19% increase, with 33 million passengers that chose to fly with them in 2017, an 18% increase.

3. “Late Breakfast,” Burger King- 2024

The third advertisement I’ve chosen is “Late Breakfast” from Burger King. This print advertisement is a 2024 Clio Award winner and depicts two women sitting on a bus stop bench. One is older and dressed conservatively. The other is younger and dressed in a clubbing outfit with heels, sparkly black pants, and a sparkly black spaghetti strap top revealing two tattooed arms. The woman dressed in the clubbing outfit appears to be hungover or still drunk, eating a breakfast sandwich. The older woman looks kind of annoyed and disgusted to be awake so early, or maybe she is annoyed by the drunk/hung-over clubbing woman. There is a Burger King Bag between them both, but only club woman is eating. Below them, it says, “The most important meal of the night. Breakfast Menu. From 6 AM to 10:30 AM.” 

I think it would have been cleverer to have them both eating or even sharing a meal. I get what they’re saying about the most important meal of the night, as the younger woman clearly hasn’t gone to bed due to party time. Maybe the older woman could have been looking at her watch, and above it in a bubble, “6 AM” could have been displayed. 

The value proposition is the breakfast menu and the hours breakfast is served at Burger King. The advertisement doesn’t really make me want to go to Burger King, and it makes me kind of cringe. I would say the target market for this would be folks who like to be out late doing whatever or folks who wake up early and want to grab a bite to eat on the go.

The most recent data I could find regarding money spent on advertising and profits goes up to the year 2022. According to Faria (2024), Burger King spent $497 million dollars in the United States during 2022. According to the Statista Research Department (2024), Burger King made $1.89 billion dollars worldwide. 

 4. “Fight Against Alzheimer’s Association,” 2024 

The fourth advertisement I’ve chosen is about raising awareness about Alzheimer’s disease among people. This advertisement is a 2024 Clio Silver Award winner and has a powerful message.  Here is a link to the advertisement below here:

https://clios.com/awards/winner/print/fight-against-alzheimer-s-association-a-l-m-a-/second-523236

There is a background of all black with a small piece of light shining through against a wall. It could be an alleyway, a street, or someone’s home. There is lots of room for interpretation. In the light is an elderly woman dressed up with a large red handbag looking off into the distance against the wall. In the upper right-hand corner of the ad, it says, “One second, they know where they are. The next, they don’t. Six out of ten Alzheimer’s patients can get lost.” 

This advertisement made me feel sad as I lost my own grandmother to Alzheimer’s, but I am also happy about the fact that it raises awareness regarding the disease. I think it is important to understand and recognize the symptoms of a patient with Alzheimer’s because those folks need help getting to where they belong. I remember one day that my grandmother’s neighbor called my dad and told him she was wandering the streets and didn’t know where her house was. The home she had lived at for over 40 years. We lived hours away but were able to get in contact with folks to help her get home. I imagine one day I could have it, or anyone for that matter, and I hope someone could see that and help me return to where I belong. 

The value proposition of this advertisement is to raise awareness regarding Alzheimer’s and bring attention to the memory loss that so often occurs. 

5. McDonald’s “Big Mac,” 1969

I’ve chosen to analyze an old McDonald’s ad from 1969 that is featured in The Times-Tribute. The advertisement is introducing the new McDonald’s Big Mac, with “100% of the proceeds from sales on Feb. 1st and 2nd going to the Korisher fund for Bobby and Bill” at McDonald’s of Scranton. The link for the advertisement can be found below here:

https://www.thetimes-tribune.com/blogs/food_for_thought/big-mac-ad-1969/html_6303489a-d034-5637-bea6-21f60535410c.html

There is a photograph of the new Big Mac being marketed as “A meal disguised as a sandwich.”  I guess a burger is a sandwich, but I’ve never heard anyone refer to it, so I find it interesting that they’re not referring to it as a burger. The description of the Big Mac reads as follows: This is McDonald’s new Big Mac Sandwich. It’s two patties of pure, lean beef. Cheddar-blend melty cheese. Crisp, fresh lettuce. Slices of tangy pickle. And drenched in McDonald’s own special gourmet sauce. All on a club-style sesame seed bun. Now bring us a bigger than average appetite. We’re ready. McDonald’s is your kind of place.

I’m not sure what the definition of lean was in 1969, but I find the advertisement interesting! It’s almost as if the Big Mac is healthy! The “cheddar-blend melty cheese” made me laugh because this must be referring to American cheese, like a Kraft single or something. Marketing the “sandwich” as a meal was smart because it is big enough to be a meal. Honestly, I don’t like Big Macs, but the advertisement is very enticing! 

The value proposition is introducing the new Big Mac, which is “a meal disguised as a sandwich.” The target market would be folks who have a big appetite!  I would guess teenagers and adults, as I don’t know many children who slam Big Macs down. The advertisement is so old that I am unsure of the cost of advertising or how much revenue the advertisement generated. 

References

Archives, T.-T. (2023, May 1). Big Mac AD 1969. Tribune. https://www.thetimes-tribune.com/blogs/food_for_thought/big-mac-ad-1969/html_6303489a-d034-5637-bea6-21f60535410c.html

Burger King – Late breakfast. Clios. (n.d.-a). https://clios.com/awards/winner/print/burger-king/late-breakfast-510515 

Faria, J. (2023, September 6). Burger King: Ad spend in the U.S. 2022. Statista. https://www.statista.com/statistics/306694/ad-spend-burger-king-usa/ 

Fight against alzheimer’s association (A.L.M.A.) – Second. Clios. (n.d.-b). https://clios.com/awards/winner/print/fight-against-alzheimer-s-association-a-l-m-a-/second-523236

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

Norwegian airline – Brad is single. Clios. (n.d.-c). https://clios.com/awards/winner/print/norwegian-airline/brad-is-single-21503 

Norwegian reports 2017 full year results influenced by global expansion, fleet renewal and extraordinary costs. Mynewsdesk. (n.d.). https://media.uk.norwegian.com/pressreleases/norwegian-reports-2017-full-year-results-influenced-by-global-expansion-fleet-renewal-and-extraordinary-costs-2417623

Pruit, S. (2023, September 19). Uncovering the secret identity of Rosie the Riveter. History.com. https://www.history.com/news/rosie-the-riveter-inspiration# 

Statista Research Department. (2023, September 18). Burger King’s revenue 2022. Statista. https://www.statista.com/statistics/266462/burger-king-revenue/ 

We can do it! Rosie the Riveter. The Library of Congress. (n.d.). https://www.loc.gov/item/2021669753/