Marketing

Commentary
6:00 am
Wed November 9, 2011

Advertising Works, Especially on Image

Rolls-Royce will try to attract younger, affluent drivers while retaining their strong appeal to well-heeled, older buyers.
EventImages21 fotolia.com

Rolls-Royce has hired its first advertising agency in America.  The task for the agency is to create a new, younger image for the car that is a cliché for wealthy, old men with chauffeurs.  

The company believes its appeal to well-heeled, older buyers remains strong, but Rolls-Royce wants to capture younger, affluent drivers as well.  Word is that the agency is likely to utilize a lot of live, promotional events, as opposed to traditional media advertising.

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Commentary
8:16 am
Wed October 19, 2011

When Companies Grow Up

A FedEx Airbus A310-200 taxis for takeoff.
Adrian Pingstone WikiMedia Commons

Almost all companies start out doing one thing.  Terminix sold termite control.  Added pest control; now blows insulation.

Remember when Kraft meant cheese?  Now Kraft means everything from salad dressing to cigarettes.

FedEx, too, used to mean just one service: absolutely, positively overnight delivery service.  Now add trucking, office supplies, printing and I’m sure there’s more I don’t know about.

So now comes a new FedEx advertising campaign designed to "tell all the cool things we do to help people solve problems."

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