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chosen to achieve the intended positioning through
consistent visual imagery;
(2) Creation of advertising “executions”, which are the
specific individual advertisements that implement the theme
or themes of the campaign; and
(3) Determination of “media placement”, which involves the
selection of the appropriate media forums for placement of
the individual advertising executions, such as magazines,
newspapers, billboards, and in-store (“point of sale”)
displays.
During the period a campaign is running, a company customarily
uses a number of executions in order to maintain consumer
interest in the campaign. A company also may alter media
placements of the executions while a campaign runs.
G. Longevity of Graphic Designs and Advertising Campaigns
At the time graphic designs or advertising campaigns are
introduced, no one can determine how long the graphic designs,
advertising campaigns, or elements of such designs or campaigns
will be used, including whether or not they will be used for more
or less than a single year. Numerous advertising campaigns,
advertising campaign slogans, and advertising characters (e.g.,
the Maytag repairman) have lasted for more than a single year.
Companies may use identical advertising executions for more than
a single year. For example, television commercials for Budweiser
beer featuring Clydesdale horses and Norelco shavers featuring
Santa Claus run annually during the yearend holiday season and
three commercials from the “Dr. Mom” campaign for Robitussin
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Last modified: May 25, 2011