Marketing to Male Pigs – the Trojan Way

By Dan Lavie / June 24, 2007

Trojan, the US condom producer, launched a marketing campaign “it’s time we evolve….interested? In the campaign, men are portrayed as pigs– literally! (or may be hogs, it’s hard to tell). The commercial shows bar filled with women and a bunch of bar-sitting pigs with cellphones. When one pig goes to the restroom and returns with a condom purchased at a vending machine, he is transformed into an attractive man. The beautiful blond who had been indifferent now smiles at him.The…

Having fun with EMV – emotional marketing value

By Dan Lavie / June 10, 2007

During a market research for EMV migration of payment terminals (EMV stands for Europay, Mastercard, Visa; the smart debit cards), I hit on a completely different EMV.The Advanced Marketing Institute developed an Emotional Marketing Value (EMV) score.It analyses the impact that a headline has on its readers.It’s a tool for copywriters to check what the impact of a specific headline has on its readers.Needless to say, I was intrigued. The tool analyzes the words in the slogan or headline as…

Has Jack in the Box gone too far?

By Dan Lavie / June 4, 2007

CKE Restaurants Inc. (parent company of the Carl’s Jr. and Hardee’s fast food chains) sued Jack in the Box Inc. in federal court in Santa Ana, CA, accusing the San Diego-based chain of deceptive advertising relating to the business end of a cow.The suit cites TV ads that tout Jack in the Box’s sirloin burgers and lampoon those made with Angus beef, which happens to be what’s in the Carl’s Jr. Six Dollar Burger and the Hardee’s Thickburger (and in…

PR – we always have Paris (Hilton)

By Dan Lavie / May 9, 2007

On May 11th, Paris Hilton was convicted to serve a 45-day prison sentence for violating the terms of her probation in an alcohol-related reckless driving case.In court, she argued that she doesn’t read her mail, and just signs what people tell her to sign. Her publicist Elliot Mintz testified in court that he gave her wrong advise about the status of her suspended driver’s license.Paris promptly fired him but rehired him on Monday. What is needed is sound crisis management.Paris…

Writing an annual report – no pain, no gain

By Dan Lavie / April 30, 2007

It’s annual report writing time again – a daunting task for many of us.If planned and handled properly, it’s a fun task to do.Before starting to write an annual report, there are several questions that must be answered. On which stock exchange is the company listed?Each stock exchange has its own rules.The NASDAQ has more stringent requirements than the AIM (London Stock Exchange).Stock exchanges are on the merger & takeover warpath, which will influence the requirements of the absorbed stock…

The Don Imus Marketing Mix-Up

By Dan Lavie / April 16, 2007

Apart from Knut, the Berlin polar bear cub, the whole world has been mesmerized by Don Imus’ spectacular fall from grace.For those of you who missed it: Don Imus was the CBS Radio talk-show host of “Imus in the Morning”.He was once named one of the 25 Most Influential People in America by Time magazine and a member of the National Broadcasters Hall of Fame.His trademark was a combination of discussions about politics and culture, mixed with crude and vulgar…

Checkers Rapcat promotion – the cat’s meow?

By Dan Lavie / March 28, 2007

The fast food chain Checkers uses a blinged-out feline who wears a jersey and raps in its commercials.According to Richard Turer, senior vice president of marketing for Checkers, the Rapcat commercials were an overnight success.“We received dozens of letters from our guests requesting Rapcat merchandise.Our new Rapcat Web site, cups and carry out bags are all in response to Rapcat’s popularity and are intended only as a creative extension of our television campaign.” So far, so good. But with its…

Cause Marketing – the Diesel way

By Dan Lavie / February 21, 2007

Cause Marketing has become popular.It’s aimed at consumers that want to “do something good” with their purchase. Needless to say, it should not infringe on their lifestyle.Cause marketing campaigns peddle products while contributing to a worthy cause.An example is the Red Motorazr cellphone of Sprint.Motorola and Sprint contribute part of the revenues of each phone purchased to Bono’s Project (RED) to fight AIDS and other diseases in Africa.Apple quickly followed with its red iPod Nano, retailing at $199 in the…

Tween marketing – a dream or nightmare?

By Dan Lavie / February 15, 2007

Tweens are (mainly) girls in the age group six to twelve.They want to look older and hotter, like their idols Lindsay Lohan and Nicole Richie.Where did this market niche come from?As with the teenage concept in the 20th century; smart marketers identified the gap in the marketplace between the girl who is still a child under the age of about nine, and a real teenager of 13 or 14 who has reached puberty.These girls are getting older younger – hence…

Reality shows – a marketer’s dream of product placements

By Dan Lavie / January 24, 2007

Any movie or TV program you watch nowadays has product placement. Some are subtle, some are blatant.Why is it such a winning concept? According Nielsen Media Research, it’s a wonderful tool for brand recognition.When combined with a commercial, brand recognition can go up by 20%.The reason is clear. The alternative is advertising during the commercial breaks. Problem: a reported 90% of people that record the show skip or fast forward the commercials. When watching live, only 16% doesn’t do something…

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