Case Study 2

DeVry University Online

MKT 410Advertising and Public Relations

Case Study 2

Question 1

What was the message strategy for the "What You're Looking For"?

The message strategy for this message was to create an emotion al connection to the brand. They wanted to improve the brand positioning on the key biscuit of each part of the video clip. Arnott's is looking for a relationship with the New Zealand consumer.

How did the commercials illustrate the characteristics of a successful message strategy? They took a 32 years old single man looking for old fashion love. In the commercial they have him looking for his love in the newspaper and when he does not find someone thru the paper he find someone that he is very interested in by accident. The New Zealanders joined Michael...