An ad to illustrate curbing of negative “word of
mouth communication” in promoting a product
The failure of RJ
Reynolds’ (RJR) 1988 “smokeless” cigarette, Premier, was in part due to
widespread bad word of mouth about the product’s flavour, quality and
difficulty of use. In 1994 RJR introduced an updated version of Premier, the
ostensibly “reduced risk” Eclipse cigarette. To curb the Negative word of mouth
that is, RJR then develop this advertisement to limited the negative word of
mouth. The advertisement print reads, “Be one of the first in Lincoln to
discover what 80% less second-hand smoke and virtually no
lingering odor can mean to you” (emphasis in original). This directly
educates the customer the benefit of this is new cigarettes.
In addition, the slogan in the advertisement “Smoke that disappears, taste that doesn’t” is try to against the bad word of mouth about the low quality and flavour of the “smokeless” cigarette. By contrast, in Atlanta advertising was used to “drive adult smokers to one trial location” where “personal selling” and “word of mouth programs” served as the main promotional channels. This trial location was a “smokers’ lounge” inside a large indoor shopping mall (that restricted smoking in common areas) where visitors would be coached by RJR employees on how to smoke Eclipse; this would also be the only sales outlet in Atlanta. RJR also learned more effective advertising can help to effective educate consumers, so it has limited impact versus word of mouth. Also Eclipse use the advertisement could encourage health-concerned smokers to adopt the brand rather than quit.In the end, remove all the rumour or negative information in consumer mind, help to generate more sales or profit to the company.
In addition, the slogan in the advertisement “Smoke that disappears, taste that doesn’t” is try to against the bad word of mouth about the low quality and flavour of the “smokeless” cigarette. By contrast, in Atlanta advertising was used to “drive adult smokers to one trial location” where “personal selling” and “word of mouth programs” served as the main promotional channels. This trial location was a “smokers’ lounge” inside a large indoor shopping mall (that restricted smoking in common areas) where visitors would be coached by RJR employees on how to smoke Eclipse; this would also be the only sales outlet in Atlanta. RJR also learned more effective advertising can help to effective educate consumers, so it has limited impact versus word of mouth. Also Eclipse use the advertisement could encourage health-concerned smokers to adopt the brand rather than quit.In the end, remove all the rumour or negative information in consumer mind, help to generate more sales or profit to the company.
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