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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
their network printing and copying requirements. A
softening of media costs due to the advertising recession
opened the opportunity for Savin to use television
advertising for the first time in recent years as
part of the campaign, and three 15-second spots were
created. The shift to TV makes it possible to broaden
awareness of Savin, maximize impact, and generate
excitement among its dealer partners. However, creativity
was important to enable the spots to break
through the clutter, which they have done successfully.
Savin is enjoying almost double-digit growth in a category
that has experienced a 2 percent annual decline in
recent years.
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
Companies have been responding very favorably to
Savin’s easy-to-do-business-with philosophy and its
ability to provide solutions to all of their printing and
copying needs. They also have been responding well to
Savin’s advertising, which has helped build awareness
of the company and position it as a major player in the
digital office equipment market.
Sources: Personal correspondence with Louise Stix, Manager of
Corporate Communications and Creative Services, Savin Corporation;
Raju Narisetti, “Savin Hopes Campaign Will Boost Image,”
The Wall Street Journal, May 19, 1998, p. B10; “Savin Corp. Having
Award-Winning Year,” Business Wire, June 8, 1999.
couple using Philips Pastel bulbs to create a romantic mood (Exhibit 9-27). While the
purpose of the campaign was to help Philips make inroads into General Electric’s
dominance in the lightbulb market, many consumers did not notice the Philips brand
name. A survey showed that many viewers thought the ads were for GE lightbulbs.
Surveys taken a year later by the agency that created the campaign showed that brand
Exhibit 9-27 Some advertising experts think these Philips Lighting commercials may have been too
creative and overwhelmed the message
(Partial overhead of living
room. Man reads paper. Wife
walks in with Pastel bulbs, goes
straight to lamp).
ANNCR: For a change of mood,
(Wife turns off lamp, as
husband ignores her).
ANNCR: Change to Philips
Softone Pastel lightbulbs.
(Woman switches on lamp. It
now gives a warm peach hue
to the whole room).
MUSIC. (Piano riff) (Shot over
piano as man sings).
MAN: I’m in the mood for love.
Simply because . . .
(Woman slides into frame with
bottle of champagne).
MAN: (Singing) you’re near
me. (Suddenly, the cork pops
out and flies at the man).
MAN: Funny but when you’re
SFX: Cork pop. (Cork hits man
on forehead, leaving a little
impression).
SFX: Bop! (He’s stunned into
silence for a brief moment. He
launches back into the song
with great enthusiasm).
MAN: near me.
(Woman puts bottle in bucket
at left of piano and slides next
to him).
MAN: I’m in the mood for love.
ANNCR: Make everything seem
more beautiful . . .
(All the colors are represented.
Each bulb lights up in sequence
from left to right. “Philips”
clicks on) . . .
ANNCR: With new Softone
Pastels. It’s time to change
your bulb to Philips.