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American Dairy Industry

1). What types of promotional objectives is the American dairy industry attempting to achieve? The obvious answer to this question is that the "Got Milk" campaign is intended to get consumers to think about purchasing milk. The lilk industry re`lized that milk, as a commodity, was often taken for granted. Therefore, the theme of this campaign was to remind consumers that there are desperate times, if one believes this advertising campaign, when only milk will fit the occasion when consumers look into their refrigerator and find they are out of milk. The tie-in is that consumers should buy milk for these occasions. The fact that the milk cannot be stored more than a few days is not lost on milk producers who realize consumers will have to replace the milk they purchase but do not consume regularly.

2). Assess the dairy industry's approach of advertising milk as an indispensable addition to foods that are traditionally thought to go well with a glass of milk, such as brownies and cereal. The dairy industry's approach of advertising milk as indispensable strikes a responsive chord in many consumers. In fact, these ads may have single-handedly stemmed the tide of decline in demand for milk. In fact, while milk consumption has not increased in the United States, the Advisory Board should be pleased that milk sales and market share have stabilized.

The campaign of linking milk consumption to the consumption of certain foods may not produce the desired results. If adults only think of consuming milk in certain specific circumstances, then milk consumption in the United States might never return to its post World War Two highs.

3). Why have the milk mustache and Got Milk campaigns generated significant publicity? The milk mustache campaign features celebrities with milk conspicuously sticking to their upper lips. Each ad includes a short promotional message in which the celebrity explains the value of milk. Each ad ends with...

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American Dairy Industry. (1969, December 31). In LotsofEssays.com. Retrieved 20:35, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1683349.html