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Humor Approach in Advertising

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Joey Choi

on 28 September 2012

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Transcript of Humor Approach in Advertising

PERDUE CHICKEN conclusion Humor
•“It takes a tough man to make tender chicken” 1971 – Perdue Chicken
•“Tastes great less filling” 1974 – Miller Lite
•“Where’s the beef?” 1984 – Wendy’s
•“Frank & Ed” 1985 – Bartles & Jaymes WHEN HUMOR WORKS •"Where’s the Herb?" – Burger King intro intro WHY ADVERTISE WITH HUMOR? "Humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness." JOURNAL OF MARKETING STUDY (1993 ) WHEN HUMOR WORKS BARTLES & JAYMES MILLER LITE CHARMIN WENDY'S 1984 1984 1974 1971 1964 1974 – Miller Lite "Tastes great, less filling" 1971 – Perdue Chicken "It takes a tough man to make tender chicken" 2011 – Perdue Chicken "Obsessed with chicken" "Please don’t squeeze
the Charmin" 1964 – Charmin DOESN'T WHEN HUMOR WORK BURGER KING 1985 ‘Where’s Herb?’ 1985 – Burger King Pros & Cons of Humor approach
in Advertising pros 1. Easily grabs the audience's attention.
2. Gets the Brand awareness quickly.
3. Stays in customer's mind for longer.
4. Makes brands more approachable and easier to remember.
5. Secondary effect: people will share and talk about the ad with their friends & families. cons 1. If there's not enough relevancy to the brand or product, people could forget the brand and what was being sold.
2. Not always improve message credibility or buying intentions.
3. Limitations to lead brand image consistantly. Pros & Cons of Humor approach in Advertising Pros & Cons of Humor approach in Advertising Pros & Cons of Humor approach in Advertising HOW TO ADD THE HUMOR Assure the humor is appropriate to both the product and the consumer.

Thoroughly consider and understand the target market.

Make humor relevant to the objective.

The content needs to be refreshed with a variation of the concept. how to add the humor Utilizing Humor
in Social Media Utilizing Humor in Social Media conclusion + when humor is used properly, it brings a great effect in advertising.

+ from traditional advertising to social media marketing, humor always has been played a key role. "Humor is the affectionate communication of insight."

- Leo Rosten Miller Lite is the first light beer in the U.S.

At the first time, light beer considered a women's drink.

They wanted to target male beer consumers which is the heaviest consumers of beer. BACKGROUND

Repositioning: Women's Drink -> Masculine Male Beer
Have masculine pro sports players and other macho figure of the day fighting over whether it "Tastes great..or is Less filling." to appeal and sell light beer to key beer drinking male demographic.

Repositioned as male beer & "Less filling": "You can drink more beers because it's less filling! Men should drink more of beers!"

People simply amused by watching two macho characters arguing. STRATEGY background RESULT It became a huge success with mostly male audience.

During the first 5 years of campaign, sales jumped from under 7 million barrels a year to more than 31 barrels.

Became the first mainstream light beer in the U.S. STRATEGY The first recognized brand name chicken.

In 1971, decided to do its first major advertising campaign and put Frank Perdue(CEO) on TV spot as a spokesperson with the tag line "It takes a tough man to make tender chicken."

In the commercials, Frank Perdue showed his passion and confident for the chicken he breed and persuaded people to buy his chicken.

By putting comic elements in the ads, made the brand familiar to the customers. RESULT The Campaign was so successful and Perdue appeared in over 200 TV commercials for their product.

After Frank Perdue's retirement, his son Jim Perdue took over the role of advertising spokesperson.

As of 2005, Perdue Farms is the third-largest American producer of broilers (chickens for eating) STRATEGY The campaign has been running from 1964 to 1985.

Created a fictional supermarket manager character Mr.Whipple.

Designed to attract consumers within the targeted demographic age range which is heads of the household.

P&G wanted this group of older Americans to think about Charmin toilet paper as a special product and not as something everyone needs and uses on a daily basis.

Humorous point: Mr.Whipples hypocritical behavior. Result Mr. Whipple appeared in more than 500 commercials for Charmin.

According to P&G survey, "Mr.Whipple" was the 3rd best-known American, behind formal President Richard Nixon and evangelist Billy Graham.

Mr.Whipple = dishonest online seller? background Launched in 1985 at an expense of approximately US$40 million.

Designed to counter the marketing efforts of McDonalds which was spending about $100 million to promote new burger and Wendy's which has found success with its "Where's the beef?" commercials. strategy Began with 3 weeks of cryptic messages to create interest in the promotion.

Created a fictional character Herb, the only person in the U.S who had not eaten at Burger King and In commercials, they were telling to customer that Herb would randomly appear at Burger King nationwide. If a customer spotted Herb at a Burger King, he or she would win $5,000.

Herb's identity was not revealed until Super Bowl in 1986.

Herb was mentioned in newspaper ad, on banner at football games, and in flyers distributed to the public. result The campaign was poorly received and Burger King's profits fell 40% in 1986.

Burger King dropped the agency charged in this campaign from future campaigns. why didn't it work?
People didn't know what Herb looked like.
-> winning the prize of $5000 seemed impossible.

There was no relevant message between Herb and Burger King.

After Herb's appearance was revealed during the 1986 Super bowl, however, many people lost interest in the promotion. controversy A 15-year-old boy spotted Herb at the Burger King restaurant in Alabama and believed that he had won $5,000.

Because he was under the age of 16, the minimum age for participating in the promotion, the prize money was given to the boy's older friend, who was with him at the time.

The boy's parents complained to their representative in the Alabama State Senate. The matter was then brought before the full State Senate, which passed a resolution condemning Burger King's actions as "consumer fraud" "heineken's walk-in closet" 2011 For any brand, it’s important to reach out to as many people as possible. Social media is the best tool to spread out the information.

As we can see in the recent case of PSY, now sharing influences on people more than ever. There's no boarder line and limitations online. No matter where you are from, how old you are, what language you speak, humor works to everybody.

Social media marketing is about interaction with customers and attracting as many new customers as possible. It is much better accomplished with humorous tactics that welcome every demographic to join in the fun. Top 100 Traditional Campaigns WENDY'S 1984 "Where’s the beef?" background Burger war in 1980s, series of comparative advertising campaigns that highlight the intense competition between hamburger chains.

Wendy's was the 3rd popular hamburger chain behind McDonalds and Burger King.

Struggled with flattened sales and achieving brand differentiation.

One main problem was the chain's advertising: while everyone knew Ronald McDonald and the monarch called Burger King from TV commercials, Wendy's rarely ventured into small-screen marketing. STRATEGY In 1984, "Where's the beef?" campaign started.

Key selling point: its generous portions of hamburger meat

Featured three old ladies are examining an exaggeratedly large hamburger bun with a small patty.

Two ladies poked at it, and then the other yelled at the phone "Where's the beef?" RESULT The campaign was fully successful and lasted for 2 years.

The yelling old lady got very famous. (unfortunately, she died 2 years after the campaign was over)

Sales jumped 31% to $945 million in 1985 worldwide.

The phrase "Where's the beef?" has become an all-purpose phrase questioning the substance of an idea, event, or product: even used by Walter Mondale in a debate with Gary Hart in the Democratic primary election in 1984. REVIVAL In 2011, Wendy's revived the phrase for its new campaign, finally answering its own question with "Here's the beef!" WENDY'S 1984 'HERE'S THE BEEF' Bartles & Jaymes 1984 "Frank and Ed" background Bartles & Jaymes, a wine cooler brand first hit the market in 1981, but sales were sluggish.

Hal Riney, a creative director famous with creating "It's morning again in America." campaign for President Ronald Reagan was called in. STRATEGY Riney gave the new wine cooler initials that could be ordered in a bar. After settled on B&J, he expanded these initials to the name Bartles & Jaymes.

Created fictional wine merchant characters:
Frank (Bartles) - talking guy
Ed (Jaymes) - silent guy always doing some
kind of activity provided some kind of comic results.

Frank always end with "And we thank you for your support." -> soft sell approach RESULT The brand jumped from 40th to 1st place in wine cooler sales a few months after being launched.

Frank & Ed got famous just like the yelling old lady from "Where's the beef?" campaign.

Even got a few checks from people who wanted help Ed out with his balloon payment.

In 90s, because of increasing in wine excise tax,
it became very expensive to make.
-> Sales decreased again.
Still exist, but not that famous as it was before. thank you!! "Please don't squeeze the Charmin!" "Please don't squeeze the Charmin!" "FRANK & ED" "FRANK & ED" "FRANK & ED" "Where's Herb?" "Where's Herb?" "Where's Herb?" = Humor is the common ingredient
that brings together people of all cultures. "Tastes Great, Less Filling!" "Tastes Great, Less Filling!" "Tastes Great, Less Filling!" "Where's the beef?" "Where's the beef?" "Where's the beef?" "Here's the beef!"
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