Advertising — страница 6

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corporate name change implies that the business has gone bankrupt and is starting over with a new identity. So, rather than announcing its new name in the print media, stepson used a direct-mail campaign. It mailed an announcement of its name change to customers, prospects, investors, and the press. The campaign was a success: within days of the mailing, almost 70 customers and prospects called stepstone to find out more about the company and its products. More familiar corporate name changes from the recent past include the switch from America of Western Bank corporation to First Intestate Bankcorp; the change of Consolidated Foods to replace the premerger identities of Boroughs and Sperry. 2.4 RECRUITMENT ADVERTISING When the prime objective of corporate advertising is to

attract employment applications, companies use recruitment advertising such as the Chiat/Da ad in Exhibit 18-10. Recruitment advertising is most frequently found in the classified sections of daily newspapers and is typically the responsibility of the personnel department rather than the advertising department. Recruitment advertising has become such a large field, though, that many advertising agencies now have recruitment specialists on their staffs. In fact, some agencies specialize completely in recruitment advertising, and their clients are corporate personnel managers rather than advertising department managers These agencies create, write, and place classified advertisements in news papers around the country and prepare recruitment display ads for specialized trade

publications. So far in this chapter, we have discussed only the advertising of commercial organizations. But nonprofit organizations also advertise. The government charities, trade associations, and religious groups, for example, use the same kinds of creative and media strategies as their counterparts in the for-profit sector to convey messages to the public. But unlike commercial advertisers whose goal is to create awareness, image, or brand loyalty on the pan o' consumers, noncommercial organizations use advertising to affect consume! opinions, perceptions, or behavior—with no profit motive. While commercial advertising is used to stimulate sales. 3. NONCOMMERCIAL ADVERTISING Used to stimulate donations, to persuade people to vote one way or another or to bring attention to

social causes. If a specific commercial objective for a new shampoo is to change people'; buying habits, the analogous noncommercial objective for an energy conservation program might be to change people's activity habits, such as turning off the lights. The latter is an example of demarcating, which means the advertiser is actually trying to get consumers to buy less of a product 01 service. Exhibit 18-11 compares objectives of commercial and noncommercial advertisers. 3.1 EXAMPLES OF NONCOMMERCIAL ADVERTISING One example of noncommercial advertising conducted on a large scale is the antidrug campaign created by the Partnership for a Drug-Free America. In 1987, this coalition of more than 200 ad agencies, the media and many other companies in the communications business launched

an all-out attack on drug abuse. The coalition set its goal as the "fundamental reshaping of social attitudes about illegal drug usage." The $1.5 billion program entails the efforts of ad agencies across the country, each developing components of the campaign at their own cost. The antidrug program includes hundreds of newspaper and magazine ads as well as 200 different commercials and print ads. The space and time allotted for the ads, all donated by the media, are worth an estimated $310 million per year.24 Similarly, most of the creative and production suppliers have donated their services. The wide variety of ads have been created to reach specific target groups. Some are aimed at cocaine users, some at marijuana smokers; some are aimed at parents, some at children.

Most ads present hard-hitting messages about the dangers of drug abuse, depicting drug use as a sure route to the hospital or the cemetery. In a TV commercial targeted at teenaged marijuana smokers, for example, the Ayer agency suggests that pot smokers are subjecting themselves to the risk of physical and mental health problems. Other commercials compare the brain on drugs to an egg in frying pan or show dead rats that have succumbed to cocaine abuse. Print ads have also emphasized the dangers of cocaine abuse, including a series of ads developed by DDB Needham Worldwide that enumerate cocaine's effects. Exhibit 18-12 is from that series of ads. In addition, some ads speak to parents who use drugs ("If parents stop, kids won't start"), to women tempted to use cocaine