at least a full page submission please answer the following:
IT WALKS LIKE THE AFLAC DUCK
probably never heard of the American Family Life Assurance Company. Then again,
if you are like 90 percent of U.S. consumers, maybe you have heard of the
company. In its advertising, it calls itself “AFLAC.”
four-year AFLAC campaign is the work of Linda Kaplan Thaler, owner of the New
York agency that bears her name.
Levy, CEO of the giant advertising company Publics, observes, “There are people
who do advertising for what I call the advertising village and people who are
doing advertising for the consumer. She is doing advertising much more for the
consumer.” Thaler herself notes, “We’re doing our job when we find ways to get
people to buy things.”
campaign has been enormously successful. Since the ads first began running,
brand-name awareness has increased from 15 percent to 90 percent. During the
same period, year-to-year sales increases have almost doubled. Don Amos, CEO for
AFLAC, believes that “our name recognition with our advertising campaign and
our strong sales force together have combined to truly help our company.” In
2003 Ad Age named the commercial featuring the duck and the Amazing Kreskin the
most recalled spot in America.
makes the AFLAC campaign truly remarkable is how little it has cost the
company. The duck has a higher Q score than both Ronald McDonald and the
Energizer bunny, but whereas Energizer has spent almost a billion dollars over
15 years on advertising, and McDonalds spend almost $700 million every year,
AFLAC’s ad budget is only $45 million a year.
1. Some viewers don’t like the AFLAC ads.
Can an ad still accomplish its intended purposes if people find it annoying?
2. The AFLAC campaign is more than four
years old. In your opinion, will the campaign stay effective for the