got milk?
DESCRIPTION
Evaluation of Print Media Campaigns. GOT MILK? . BA 493. Presented by: Jesse Scott Sarah Ross Casey Knuth. About the Campaign. Started in October of 1993 for only TV C reated by the ad agency Goodby Silverstein & Partners for the California Milk Processor Board - PowerPoint PPT PresentationTRANSCRIPT
GOT MILK?
BA 493
Presented by:Jesse ScottSarah RossCasey Knuth
Evaluation of Print Media Campaigns
About the Campaign
• Started in October of 1993 for only TV
• Created by the ad agency Goodby Silverstein & Partners for the California Milk Processor Board
• “Our focus is on action, not just attitude change. Increasing milk consumption at home is our only objective.’’ Jeff Manning
The slogan was then licensed to the National Milk Processor Board to use on their celebrity print ads
The NMPB would use catchy phrases relating to the pictured celebrity
Even Superheroes..
The Role of Print Media
1. Reader sets the pace
2. Selective audience3. High readership4. High - involvement5. Not intrusive
Future of Print Media
Newsstand sales for 2009 fell almost 10% from 2008 and subscriptions fell 2%
More emphasis put on editorial platforms, database marketing, technological advances, and online delivery methods
Where’s Your Milk Mustache?
Sources:• http://www.google.com/imgres
?imgurl=http://static.thehollywoodgossip.com/images/gallery/olsens-got-milk.jpg&imgrefurl
• http://milknewsroom.com/ads/htm
• http://adage.com/mediaworks/article?article_id=141980