A 20-year tradition: : marketing art meets marketing science

• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 3, 2014, págs. 270-285
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article profiles four winners of the Advertising Research Foundation (ARF) 2014 David Ogilvy Awards recognizing the positive use of research in creating marketing and advertising campaigns, including ConAgra Foods's marketing campaign "Unleashing the Joy of Reddi-wip and Fruit," computer company Hewlett-Packard's (HP's) "Printing that Helps Your Child Shine" campaign, and beverage company Coca-Cola Co.'s "Let's Go Crazy" campaign. It describes ConAgra Foods's consumer research on eating fruit with whipped cream. It notes Hewlett-Packard's campaign was aimed at encouraging parents in India to buy HP printers to help their children succeed in school. It discusses the qualitative research on happiness which was used in Coca-Cola's interactive campaign.