![]() Pepsi had gone after youth with the "Pepsi Generation".Coca Cola had tried to associate itself with motherhood, flag and country sunshine "It's the Real thing".Burger King's research showed consumers didn't like inflexibility of fast food menus like McDonalds and they introduced their "Have it your way" campaign See Have it Your way in 1976.Between 1964-1972 major networks dropped their ban on comparative adverting and marketer's soon were naming their competition and hammering it in ads."Want a tough stain out- Shout it out", Purina Meow mix "Meow,meow, meow." repeated 60 second ads went to 30 seconds and were repeated more.Examples - Competive Ad Campaigns- Tylenol came out against Anacin, Scope (wasn't mediciney) came out against Listerine, Avis came back with We try harder pitch. ![]() Ads now were wordier with more facts figures- Harder Sell- And Competitive.skip humour, mood- focus is realistic, tough consumer-oriented (hard sell).find unique USP (Rosser's unique selling proposition).start with mind of consumer instead of yourself and product.Positioning was not a new idea it was developed in 50s by GM to simply quickly and aggressively pitch and cut through competition.Ad campaigns were under scrutiny of skeptical consumer and clients who measured success in sales figures rather than creativity- more research was done-focus groups, motivational studies, computer models.Many agencies suffered losses and some shut down.Recession caused problems in advertising ad billings did not match the rate of inflation.Advertisers move away from hard sell to build brand images.1980s advertising went global building empires for clients-glamour, wealth and style were in.Immigration created a much more diverse marketplace.1970s stagnant economy gave way to boom times of 1980s.Traditional North American manufacturing in the tight economy of 1975 was changing and the hard times meant advertising took on more of a "hard sell" approach shifting from the entertaining approach to one with more market research, specific products claims and product comparison.North American manufacturers looked for ways to lower costs some moving manufacturing to Latin America and South East Asia. ![]()
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