 Show 230 M&M’S: THE SWEET TASK OF MEDIA SELECTION Can you remember the first time you ate M&M’s? Most probably cannot, because it hap- pened so early in life. The M&M’s brand is one of the most famous and popular candies offered by Mars, Incorporated. Today, the brand enjoys an international presence that continues to grow. M&M’s began with a global flavor. According to legend, Forrest Mars Sr. was in Spain visiting soldiers fighting the Spanish Civil War. He noted that they were eating pieces of chocolate that were encased in a hard sugary coating. Using this as inspiration, Mars returned to the United States and refined the recipe for M&M’s. The first packages were sold in 1941 in the United States. They were a favorite of many GIs serving in World War II. The original candies were sold in a cardboard tube. The famous brown and white label package didn’t emerge until the late 1940s. The legend of M&M’s grew when colors were added to the original brown. In the 1960s, red, green, and yellow were created. Eventually, these and other colors developed into advertising spokescandies, including the egomaniac Red, the lovely female Green, the amazing Crispy Orange, Cool Blue, and, of course, nutty Yellow. Red disappeared for a time from the M&M’s mix after some research suggested con- cerns about red food dye, even though the problem was not associated with M&M’s. In 1987, Red triumphantly returned, much to the joy of candy lovers around the world. The advertising program for M&M’s has been long-lasting, noteworthy, and award- winning. Practically any baby boomer remembers the original M&M’s tagline: “Melts in your mouth, not in your hand.” Television advertisements have long been the staple of M&M’s. Using a natural tie-in with candy consumption at Christmas, an intense burst of M&M’s advertising takes place each December. Most of these ads include a guest visit from Santa. 230 Chapter Objectives Masterthe process of creating amedia strategy. Understandthe roles media planners and media buyers play in an advertising program. Utilizereach, frequency, continuity, impressions, and other objectives in the preparation of an advertising program. Study and incorporate the advantages of various media indeveloping an ad program. Recognizethe value of an effective mix of media in an advertising campaign. Advertising Media Selection 8 Because of permissions issues, some material (e.g., photographs) has been removed from this chapter, though reference to it may occur in the text. The omitted content was intentionally deleted and is not needed to meet the University's requirements for this course. ISBN: 0-536-53243-5 Integrated Advertising, Promotion, and Marketing Communications, Third Edition, by Kenneth E. Clow and Donald Baack. Copyright © 2007 by Pearson Education, Inc. Published by Prentice Hall. Which one of the following is greatest obstacle to implementing integrated marketing communication?Perhaps, the greatest obstacle to integration is that few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of the marketing communications (Atkinson, 2003).
Which of the following is not a requirement for setting advertising objectives Mcq?Answer» b. Objectives must be realistic.
What are you means of advertising the product?Product advertising is a paid promotional communication that attempts to induce consumers to purchase a product. Communication channels utilized for product advertising include television, radio, print media, websites, social media, and billboards.
Which of the following is the objective of IMC?The goal of integrated marketing communications is to ensure that customers receive the same message when they interact with a company's brand in various ways.
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The concept of effective reach states that fewer exposures to advertisements are required
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