Magazine article Marketing

Adwatch: Gaviscon - 'Throat Fireman'

Magazine article Marketing

Adwatch: Gaviscon - 'Throat Fireman'

Article excerpt

I saw a poster on the Underground the other day for a philosophy course. I always fancied myself as a philosopher, but the course clashed with my hair-styling classes. So I thought I would use some philosophy in this week's column instead.

Bear with me while I grow a long beard and adopt an intelligent stance.

This week, it is the retailers that have bludgeoned their way into the nation's psyche with their wall-to-wall commercials. Don't get me wrong, I'm an Eddie Grant fan, but if I hear Electric Avenue one more time, I swear I will go to Currys and smash every one of its windows. All Eddie has to do now is get Stannah Stairlifts to use I Don't Wanna Dance and a comeback is assured.

But is it really only brands backed by enormous budgets that stick in mind?

What about a familiar grocery brand such as Hellmann's? It is running ads at the moment, but is obliged to hand over huge chunks of its advertising budget to the retailers for trade promotions. So, even if it tried to induce prompted awareness with a mallet, people would not remember it. …

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