got milk?
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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
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GOT MILK?
BA 493
Presented by:Jesse ScottSarah RossCasey Knuth
Evaluation of Print Media Campaigns
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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
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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
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Even Superheroes..
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The Role of Print Media
1. Reader sets the pace
2. Selective audience3. High readership4. High - involvement5. Not intrusive
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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
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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