Advertising Campaign Continental Soup

The Problem The problems that Continental faced were that it had numerous problems. These were: 1.Past advertising campaigns lacked steering 2.Continentals agonistic lead dropped from first authority in 2003-2005 to terce place in 2009 3.The yield is perceive to be cheap, irksome and average 4. to the highest degree recent campaign has focused on negative imagery That olden advertising campaigns lacked direction and a singular message is plain when they are considered next to individually other. The descent from normal cold ads to bizarre and disturbing ads faeces be seen in the appendix. Ad 1 (Figure 1.1) goes down the traditional route with the image of a warm bowl of mouth-watering soup. Ad 2 (Figure 1.2) depicts a rotund woman claiming that the product has a tick from the disembodied spirit Foundation ticktock (does one detect the irony here?). Ad 3 (Figure 1.3) has the disturbing picture of an old jibe tucked in bed like children, reading what appears to be a childrens book, unless is in fact the Kama Sutra. Ad 4 (Figure 1.4) then shows a woman with glazed eyes, not overly different from a cocaine addict, part of the latest three-thirtyitis ads from Continental. The arcminute problem was that Continental has been losing market share in the Australian soup industriousness for the last few years.

It is currently stratified 3rd in the Australian market while in 2003 - 2005 it topped the numerate (Euromonitor, International 2009). The brand Continental is declining in value. Brand Shares character (%) Breakdown Australia dope Industry Brand attac h to Name2001200220032004200520062007 Cambe! llsCampbell Soup Co29.428.726.926.827.128.429.7 HeinzHeinz Co, HJ24.123.424.625.026.427.028.3 ContinentalUnilever gathering27.028.630.530.227.426.224.9 Table Source: http://www.portal.euromonitor.com.ezproxy1.library.usyd.edu.au/passport/ResultsList.aspx That the product is perceived to be cheap, boring and average came through in the bipolar surveys undertaken, where...If you fatality to get a full essay, order it on our website: OrderCustomPaper.com

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