Archive for August, 2013

Retail Advertising Moving Toward Different Techniques

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ramtdMention retail advertising and most people think of crowded circulars or busy newspaper ads touting one-day sales with a laundry list of marked-down items.

But amid all the formidable spending, there are occasional bursts of real creativity. Witness Old Navy’s TV commercials that mix Carrie Donovan with Morgan Fairchild and the Smothers brothers. Or Target’s clever visual puns that depict household items as fashion, such as a $7.99 beaded car-seat worn as a dress with a $17.99 Gucci handbag knockoff.

Gap and sister company Old Navy Clothing Co. have been responsible for some of the most innovative retail advertising to come down the aisle in recent years. Both companies have

Campaigns Hit Or Miss At Recent Championship Game

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rcgPrint work was even better. We see a b&w photo of an age 7 or so Lilly wearing a soccer uniform, jack-o-lantern smile and tiny Adidas shoes. In the color panel opposite, she’s seen in all her full soccer glory. The ad really drives home the message that an athlete can graduate from a small town program to Olympic Gold and World Cup triumph. Grade: A+

Bud Light: The only ad the official beer of the 1999 WWC aired featured U.S. team captain Julie Foudy undergoing a physical exam. When the male doctor goes to test her patella reflex, Foudy kicks him so hard that he ends up imbedded in his office wall. Problem? I thought this was a Nike ad the first two times I saw it. C+

Coca-Cola: Field boards at stadium sites don’t a well-coordinated national marketing effort make, especially from Coke, which allots more money to sports sponsorship