2010 Advertising Successes and Failures

2010 Advertising Successes and Failures

As the year comes to an end, many marketing departments are looking back at the year’s results to see if their plans were successful.  With the new year and the Super Bowl just around the corner, advertisers are analyzing what worked and what didn’t. 

One of my favorite ad campaigns was the Old Spice Guy.   I also enjoyed the Snickers Betty White ad.  The Wall Street Journal had a nice article about “The Best and the Busts” advertisements from 2010.  This article mentioned the Old Spice and Betty White ads.  I was curious as to the success of Old Spice specifically, as that was a product I had previously associated with older men and drug stores. According to their article, “Since February, the initial video has drawn over 25 million views on YouTube.  More important for Procter & Gamble, the Old Spice brand saw sales double from mid-June to mid-July versus the prior year, a period when the social-media part of the ad campaign heated up.”

[youtube=http://www.youtube.com/watch?v=owGykVbfgUE&fs=1&hl=en_US]

Not all campaigns have been as successful.  Some failures that were listed in the WSJ article include:

  • PepsiCo’s Crunch Time Sun Chips Ad
  • The Nike Tiger Woods Apology
  • Gap’s No-Go-Logo

In the marketing courses I teach, we often discuss advertising.  For current advertising examples of how to create a specific effect, I like a site called Adcracker.com.  Check out some examples of advertisement styles by clicking the following links:

Dramatic Conflict

Problem Solution

Personification

Exaggeration

Metaphor

Employee Brand

Reasons Why

Related Articles

Does Your Boss Want You Dead?

I teach several ethics courses where we discuss ethics  in the workplace.  Did you know that your employee can take out a policy on your life without you knowing about it?  Check out this article by Liz Pulliam Weston from MSN.

‘Dead peasants’ insurance pays your employer a secret, tax-free windfall when you die. Insurers have sold millions of policies to companies such as Dow Chemical.

Right now, your company could have a life insurance policy on you that you know nothing about. When you die — perhaps years after you leave your employer — the tax-free proceeds from this policy wouldnt go to your family. The money would go to the company.

Whats more, the company might use this policy to pay for retirement benefits and other perks not for you or your fellow workers, but for your companys top executives.

 

Sound outrageous? Such corporate-owned life insurance is also big business:

  • Companies pay a whopping $8 billion in premiums each year for such coverage, according to the American Council of Life Insurers, a trade group.
  • The policies make up more than 20% of the all the life insurance sold each year.
  • Companies expect to reap more than $9 billion in tax breaks from these policies over the next five years. The policies are treated as whole life policies. So, companies can borrow against the policies (though the IRS won’t let them write off the interest). And the death benefits are tax-free.

Hundreds of companies — including Dow Chemical, Procter & Gamble, Wal-Mart, Walt Disney and Winn-Dixie — have purchased this insurance on more than 6 million rank-and-file workers.

These policies, nicknamed dead janitors or dead peasants insurance, soared in popularity after many states cleared the way for them in the 1980s. Congress recently tried to crack down on the practice, to the howls of the insurance industry — which earlier this year managed to derail reforms.

The policies have generated lawsuits by survivors who got little or nothing when insured workers died. A couple of examples:

To read the rest of the article go to:  moneycentral.msn.com