Saatchi & Saatchi created a new “Stain Maker” ad campaign for Tide that can be used to illustrate concepts in advertising campaign management.

Discussion Questions:

  1. What are your thoughts about the campaign? Do you like it? Why or why not?
  2. Which step in the hierarchy of effects model are the ads targeting? Explain why.
  3. Which advertising goal(s) do you think these campaign is using? Why?
  4. In terms of the creative brief, who do you think is the target audience for this campaign and what is the message theme? Explain your choices.

About Dr. Ken Clow

Co-author of textbook.

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