- 9 - 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 RobitussinPage: Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Next
Last modified: May 25, 2011