Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Snickers Ad Campaign

You're Not You When You're Hungry!
by

Alexandra Osten

on 5 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Snickers Ad Campaign

You're Not You When You're Hungry
Corus MAR 250-Element
Brand History
Mars, Incorporated, 1911,
$30 Billion (US)
1930, Milky Way Farms
"Marathon" in UK and Ireland
$2Billion
15 Million (produced)
Campaigns
Not Going Anywhere For a While?
(95)
Snickers Feast
(07)
Super Bowl XLI
(07)
Mr. T
(06, 08)
NASCAR
(90)
Celebrity Ads
(10,11)
Placement
Where they sell
How is it advertised
Where they advertise
What makes it convenient for consumers
Pricing
Consumer costs
Wholesale Price per unit
Target Market
Pre/Purchase/Post Purchase Issues
Pre Purchase
Consumer Perspective: A snack to have when one is hungry
Marketers Perspective: Track the process to make sure the consumer finds a solution that "satisfies hunger"
Purchase
Consumer Perspective: A variety of snacks to have when one is hungry
Marketers Perspective: To stand out from the rest in the purchase environment.
Post Purchase
Consumer Perspective: The consumer to buy the product again
Marketers Perspective: To have a reputation for "satisfying hunger"
Market Segmentation
Target: Males/Athletes

Effect:
Implies for those who wants a heavy snack
Discrimination- stereotypical lifestyles


Self-Actualization Concept
Helps establish a stereotypical man
Marketing Concept
Making what you can sell
Buyer's needs and wants
Satisfies better than competitors
& Promotion Strategies
Negative Reinforcement
Removal of negative Feminine traits
Leaves the consumer feeling stronger
Functional Theory of Attitudes
Ego defensive
Stereotyping
Perception of Hungry
Source Effects: Star Power
Familiarity
Correlated personality traits
Attention grabber
Campaign Strengths/Weaknesses
Sexism
Pro
Con

Defines Standards
Pro
Con
Emotional Appeal
Humor appeal
Demasculine traits
Wit
Appetite
Promotion
Needs vs Wants
Popular Culture
Forms of entertainment
Product logo
Wrap Up
Target demographic reached?

Suggestions?
"You're Not You When You're Hungry..
Snickers Communication Analysis
References
http://publicisgroupe.com/#/en/videos/info/id/17080
http://www.reuters.com/article/2013/09/04/nj-snickers-nascar-idUSnPNAQ73562+1e0+PRN20130904
politics.gather.com/viewArticle.action?articleId=281474976905129
http://www.topix.com/forum/food/T8BNJMD8GVLEKMCIB
http://money.cnn.com/2007/02/06/news/companies/snickers/
http://www.nytimes.com/2013/02/19/business/media/snickers-aims-print-ads-at-consumers-hungry-for-redemption.html?_r=0

Full transcript