Analysis Of The Paddo Party's Campaign

Synopsis:
In 1993 and late 1995, the Australian Dairy Corporation (ADC) in conjunctions with Queensland Dairy Authority (QDA) and various state organizations developed and used the Bachelors and Spinster Ball advertising campaigns to promote their milk. The B&S campaign is functioned as reposition whole milk as a cheeky, naughty kind of beverage with sex appeal, with a make 20-29 years target skew. By using the characters of James and Tom, the two country boys, it has portrayed that milk drinkers probably have more stamina and also acquired a better time than beer drinkers, who would mostly be unconscious at the end of an evening. Women appreciated James and Tom.
In addition, The Paddo Party campaign was held in Queensland and it used the
When employed by a company or corporation it is sometimes called corporate advertising” (Marketing Power Inc, 2008). Institutional advertising takes a much broader approach, concentrating on the benefits, concept, idea, or philosophy of a particular industry. Companies often use it to promote image-building activities such as an environmentally friendly business practices or new community-based programs that it sponsors. Moreover, it is closely related to public relations, since both are interested in promoting a positive image of the company to the public. For example, a large lumber company may develop an advertising theme around its practice of planting trees in areas where they have just been harvested. This can help company’s name in a positive light with the general public because the replanting of trees is viewed positively by most people (Chauhan, 1995).
Institutional Advertising accomplishes the following types of objectives: introduces a business to a marketplace educates the consumer gives the business a certain image positions or repositions the business in the market relative to the competition keeps the business 'top of mind ' and builds on the businesses ' 'equity position ' in the market creates goodwill in the community
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Humour is used in order to get out of the ‘milk is boring’ idea. When used appropriately, it can enhance liking to a product (Schiffman, 2008). It is proven that humour works better for existing products than new products (Schiffman, 2008) which is why it is chosen to attract attention for an existing product – the milk. Sex appeal can be considered relevant to the product milk. If a sexually suggestive or explicit illustration is relevant to the product advertised, it will make selling impression on the reader (Schiffman, 2008). Sex appeals can be relevant and highly persuasive in this context as the use of milk man as a romantic figure (Milk – Legendary Stuff campaigns) and milk as a naughty kind of beverage (B&S campaigns) is persuasive to the under 40s target market. It had created an emotional connection and led to consumer being more involved which ultimately led to purchase and increased in