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Essay sample - 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…
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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