Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
-(Scenario 8-1) When Mr. Lindgren insists on a measuring stick of the creativity of the campaign or slogan, what will a smart agency tell him?

Question

Quizplus · Accepted Answer

A smart agency will tell Mr. Lindgren that a great slogan or campaign is one that makes an emotional connection with consumers, and that research has shown that consumers respond positively to these types of ads. Simply winning an advertising award may not necessarily indicate the level of creativity or effectiveness of the ad. The agency should focus on how well the ad resonates with the target audience and contributes to achieving the client's marketing goals.

Scenario 8-1 The Blanding Agency Is an Agency That Specializes in Developing