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Extra info for Advertising Age - 09 May 2011
Com boom and economic downturn in the 1980s and 1990s, this emphasis on accountability became even more important, and advertisers demanded proof that their advertising was truly effective in accomplishing its objectives as stated in the strategy. Social responsibility is another aspect of accountability. Although advertising regulation has been in place since the early 1900s with the passage of the Pure Food and Drug Act in 1906 and C H A P T E R 1 • THE NEW WORLD OF MARKETING COMMUNICATION 17 SHOWCASE The pro bono Handgun Control campaign was designed as a wake-up call following the Columbine High School shootings.
Who could forget the creepy King mascot who shows up in weird places? The Whopper commands a loyal and passionate following from those who love the weird—and who aren’t counting calories. To grab the attention of Whopper lovers, CPB came up with a big idea, a prank. It devised an experiment that deprived consumers of their beloved Whopper— something that hadn’t been done before in the burger war. To enact the deprivation 5 6 PA R T 1 • ENDURING PRINCIPLES IN TIMES OF TURMOIL strategy, the agency took over a Burger King in Las Vegas for a single day and videotaped with hidden cameras the reactions of consumers who were either told that Whoppers had been permanently removed from the BK menu or given a competitor’s burger such as a Big Mac or Wendy burger instead of a Whopper.
Was it an easy idea to sell to the client? First of all, some Apple executives who first saw the commercial were terrified that it wouldn’t work because it didn’t look like any commercial they had ever seen. After viewing it, several board members put their heads down in their hands. ” The decision to air the commercial finally came down to Jobs, whose confidence in the Chiat/Day creative team gave him the courage to run the ad. Was it effective? On January 24, long lines formed outside computer stores carrying the Macintosh, and the entire inventory sold out in one day.