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Essay example - Project:An analysis of an ad campaign of your choice. Your report must have the buying process as a main theme.
Pages 10 (2510 words)
Ad Campaign Analysis: Cadbury BY YOU YOUR SCHOOL INFO HERE DATE HERE Ad Campaign Analysis: Cadbury Introduction Cadbury has found considerable promotional success through advertising innovation that is founded on decades of positive, premium brand reputation…
Extract of sample
In 2011, Cadbury launched its “glass and a half full of joy” campaign, focusing more on tangible product benefits and quality than traditionalism linked with a long-standing brand with much brand equity. Instead, under the new campaign, Cadbury introduces relevant celebrity endorsers fitting the lifestyle and attitude characteristics of current target market consumers. Though not a vacation from Cadbury’s long-standing positioning on the market in terms of tangible product quality, it represents a modernisation and evolution of a brand, creating a brand personality that is both fun and sophisticated. Cadbury’s “glass and a half full of joy” campaign illustrates a new type of emotional connection with a variety of different target markets that is much less stoic and traditional. Campaign analysis Cadbury competes in a very saturated market with competitors such as Kraft Foods and Nestle, two competitors with very strong brand recognition and established brand equity. Both long-standing companies in this industry continue to produce top quality, moderately-priced chocolate products, however both positioning their brands differently depending on market characteristics, product concept, and profit expectations in certain target markets. ...
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