also need to evaluate and choose from a variety of mass and niche media. As part of an overall
IMC strategy, most firms also combine various types of sales with advertising.
▪ Individual writing prompt: Ask students to identify another advertising campaign that has been
used over a long period of time but has changed slightly to maintain consumer interest. Ask them
to explain how it has changed, and assess how effective the changes have been in keeping the
campaign fresh and getting consumers’ attention.
Two current examples (as of this writing) are direct competitors in the online insurance market:
Geico and Progressive. Geico’s primary spokes-animal has been the gecko, though they have
also branched out with other types of ads. Progressive has used Flo as their spokesperson, with
only occasional diversions.
▪ Alternatively, you can discuss a classic example: the Energizer Bunny ads. Each ad started with
an apparent ad for some other product, which was then interrupted by a motorized stuffed rabbit
banging a drum with the Energizer logo. The tagline: “Energizer—it keeps going and going.” Over
time, consumers started to wonder, each time an ad started, if it would be interrupted by the
bunny. In this way, Energizer managed to sometimes get consumers’ attention even during other
products’ ads! Several of the ads are available on YouTube; just search on “Energizer Bunny
▪ Another classic example was the Taster’s Choice series, which consisted of a series of small
vignettes in which two neighbors in an apartment building became acquainted, and slowly a
romance developed. Some of these are available on YouTube. Any students who have watched
the Buffy the Vampire Slayer TV series will also find them interesting because the male character
was played by Anthony Stewart Head, who was Giles the librarian on the show.
ISeeIt Video Case: Advertising, PromotionS, and Public Relations
▪ Activity Type: Video Case
▪ Learning Objectives: 18-02, 18-04, 18-06, 18-07
▪ Difficulty: Medium
▪ Activity Summary: This video case considers different tools to promote a coffee shop.
▪ Introduction: Organizations have a variety of valuable tools and techniques to reach customers
and communicate the unique value they provide. By using advertising to create awareness,
promotions to entice customers to switch brands, and public relations to create awareness,
businesses can influence customers' decision-making behaviors. Take for example the Coffee
Collective and its newest offering—patio seating. Developed with its dog-loving customers in
mind, Martha decides to promote this value-added offering by partnering with the local humane
society. She leverages advertising, in the form of radio and social media, to create awareness of
the pet adoption event hosted on her new patio. By offering a free dog treat for each coffee
purchased, she leverages promotion to entice customers to switch to her coffee shop. Finally, by
partnering with the humane society, she hopes to create awareness by having diverse media
outlets talk about her unique event free of charge. While each of these techniques has their