Dogs, kids and critters often at the core of admakers' success
Article Abstract:
There are only several tricks to creating ads to sway consumers, and some agencies perform them adroitly more often then others. They include humor, babies and animals. Each of the 10 most popular ad agency-created campaigns measured by Ad Track since mid-1995 featured one or more of those elements. Budweiser's frogs top the list of most popular campaigns. Goodby Siverstein and Partners created the 1998 commercials. Consumers of all ages also like Taco Bell's Spanish-quipping chihuahua. They also cheered Nissan's quirky "Mr. K" campaign, which featured a terrier. Nina DiSesa, creative director of McCann New York, says most ad campaigns for packaged goods are tested with focus groups for likeability, persuasion and recall before they hit the air.
Publication Name: USA Today
Subject: News, opinion and commentary
ISSN: 0734-7456
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Compaq considers sponsoring Olympics
Article Abstract:
Compaq Computer is exploring opportunities to replace IBM as one of the technology sponsors of the Olympic games. The company is said to be negotiating with the International Olympic Committee (IOC) about replacing IBM, which unexpectedly withdrew from the Olympics sponsorship after it failed to agree to financial terms of an eight-year deal with the IOC. According to Compaq spokesman Alan Hodel, although the company is deeply honored by the consideration extended by the IOC, the company still would like to evaluate the global sponsorship being offered to it.
Comment:
Is exploring opportunities to replace IBM as one of the technology sponsors of the Olympic games
Publication Name: USA Today
Subject: News, opinion and commentary
ISSN: 0734-7456
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Simplified
Article Abstract:
The best TV ads of 1998 will be remembered for their simple executions, minus celebrity faces, splashy special effects and witty catch phrases, according to the fifth yearly suvey of ad agency creative directors by USA Today. The most admired ad work of 1998 was Gap's Khakis Swing that featured khaki-dressed youth dancing and rollerblading to the beat of Swing and rock music. According to the American Assn of Advertising Agencies, the average cost to create a 30-second TV ad in 1998 increased by 11% to $308,000.
Publication Name: USA Today
Subject: News, opinion and commentary
ISSN: 0734-7456
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Moms in revolt. Sifting through the ashes of leadership. A kid crusade
- Abstracts: Not in front of the children. The fringe dwellers. The age of rage
- Abstracts: Gates testimony promises to stay at center of case. PC makers strategize revival. States drop part of Microsoft suit
- Abstracts: AMP builds takeover defense. AMP: number of lawmakers at company rally overstated
- Abstracts: Vantage clients okay proposal. The breakdown of a forestry deal. Boise tops rival's offer for Forex