Chrysler's success story: advertising as anecdotes

Article Abstract:

Chrysler Corp extensively used anecdotes to advertise their products from 1979 to 1982. These advertising concepts reiterated Chrysler's primary messages to Americans on work ethic, corporate dependability and stability and desire to help the country. Lee Iacocca's leadership of the company was instrumental to this thematic use of anecdotes, lending his own authority figure to the credibility of the advertisements. Analysis of the advertisements that appeared both in broadcast and print showed a difference in thematic use between the media.

Motor vehicles and car bodies, Motor vehicle parts and accessories, Beliefs, opinions and attitudes, Automobile industry, Chrysler Corp., Iacocca, Lee A.

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Unpaid advertising: A case of Wilson the volleyball in Cast Away

Article Abstract:

The business of product placements in films is discussed, focusing on the unpaid appearance of the Wilson brand volleyball in the movie Cast Away (2000). A cost efficiency calculation is presented on the estimated cost for Wilson Sporting Goods to achieve an equivalent amount of advertising exposure, and a quantitative analysis of the effect of Wilson's exposure is explored by applying the Elaboration Likelihood Model (ELM).

United States, Advertising, Advertising Activity, Sporting and athletic goods, not elsewhere classified, Evaluation, Sporting goods industry, Product placement, Wilson Sporting Goods Co., Balls (Sporting goods), Cast Away (Motion picture)

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Satellite-based change in Mexican television programming and advertising

Article Abstract:

Mexican television programming and advertising is facing rivalry from cable and satellites.

Television advertising, Television programs, Mexico

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