Commercial renewal project: Twix 2018

We decide to renew the Twix advertisement aired in 2012. This old advertisement, in fact, successfully emphasized the unique characteristics of the chocolate bar; the ingredients (biscuits and caramel) were visually demonstrated by the manufacturing process. However, this advertisement lacked “targeting,” which raises a problem because many children and youngsters consume chocolate bars actively. Further,…

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A cocktail served by milk carton shaped glass

Most cocktail glasses are designed to hold the unique aroma of the cocktail to maximize its taste. However, some glasses play different roles. While I visited Singapore, my friend recommended me to visit Loof, a rooftop bar. It is located across the famous Raffels Hotel, a colonial-style super luxury hotel in the downtown. According to the website,…

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Going Outside the Frame

There is an OOH (Out-Of-Home) advertising at one subway in Toronto. Benylin is a medicine available at the Shoppers Drug mart. Advertisers intentionally drew its figure outside the frame to communicate that the pill is strong. Although this is less shocking than VolksWagen in the ski resort or AIA in Bangkok, going outside the frame will successfully attract attention by…

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Advertising for competitve market

  Kim, Yura and Jaewoo Joo (2013), “The Moderating Effect Of Product Market Competition In The Relationship Between Advertising Expenditures And Sales,” Journal of Applied Business Research, 29 (4), 1061-1076. While the relationship between advertising expenditures and sales has been much discussed, whether product market competition affects their relationship has been little examined. We address this…

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