Need help paraphrasing my marketing assignment

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paraphrase the document i uploaded below, Give different examples as well so it is not obvious that it got paraphrased

Alex Rehberger
06.04.17
Meerkats Case Study
1. How does the meerkat advertising fit with the advertising objectives of informing,
persuading and reminding?
-The insurance, credit card and utilities price comparison website,
comparethemarket.com, was struggling to gain recognition in this industry. This
company was a small player in this category where market share is king; they were
fourth in a category of four. They needed to do something different, the goal was to
entertain and get people to like them as well as stand out. The advertising strategies fit
with the objectives of informing, persuading and reminding because, they manage to
create a huge buzz with customers, brand awareness, they built a brand community as
well as customer engagement, etc. Alexandr (Meerkat) attempts to illustrate the
confusion people were experiencing in mixing up the website comparethemeerkat.com
with the insurance company website comparethemarket.com. It reinforced the web
address in an unforgettable way. The campaign ad was so unique and made an insurance
comparison brand one of the most memorable and top-mind brands in the United
Kingdom. The Meerkats fame has successfully transferred on to the brand, most
importantly the ads are memorable and likeable and the consumer response was great.
The website is now ranked the 4th most visited insurance website in the UK, which
proves that the Meerkat advertising fit with the three marketing objectives of Informing,
persuading and reminding.
2. If the primary purpose of advertising is actually to sell things, how do the message
execution techniques in the Meerkat advertising fit with this purpose?

The whole idea behind message execution is that the advertiser turns his big idea into an
actual as execution that will capture the target market´s attention and interest. The
creative team must find the best possible approach, style, tone, words, etc. for executing
the message, in this case they chose the personality symbol; Aleksandr Orlov the
Meerkat, a style were a character represents the product. The message execution
techniques in their advertising campaign fit the purpose of advertising, since the
Meerkat campaign transformed the fortunes of the company, due to the love people had
for the Meerkats. The campaign achieved all of its 12-month objectives in just nine
weeks and is considered number one in spontaneous awareness consideration.
Furthermore the first year were the campaign ran, comparethemarket.com saw a very
strong growth of the site by 189 percent as well as huge rise in revenue, quotes from the
insurance site increased by 80 percent and brand awareness tripled. The campaign was
incredibly original and obviously relevant to its broad target market and helped its
owner achieve an estimated fortune of $420 Million.
3. To what extent is there a danger that highly creative advertising actually promotes
the adverts more than the product itself?
-One could say that there is a danger that the consumer would forget the relation
between the advert and the actual product. For example when an advert is long and
complex, and the message is not very clear, the consumer forgets about the product
itself and just remembers the story. (Toshiba laptop advert) It is important that the
consumer is left with the product in mind, since the product is always first and that is
the whole point of the advert. You have to be able to create awareness for your brand
and product as well as recognition. Highly creative advertising sometimes tends to move
away too much from the main message they wanted to send and overcomplicates things;
resulting in the consumers not being able to relate the advert with the actual
product/brand.
4. Do you agree or disagree with the premise that the primary function of advertising
is to sell? Give examples of advertising campaigns to support your claim.
-Advertising may influence consumers in many different ways but the primary goal of
adveritising is to increase the probability that the consumers being exposed to yyour
advertisement will behave or believe as the advertiser wishes. Therefore the ultimate
objective of advertising, in my opinion, is to sell things persuasively and creatively. Not
only selling an actual product, but also selling an idea/thought to the consumer and
making them believe in it.
Examples:
California Milk Processor Board: Got Milk?
-Thanks to this campaign; milk sales in California rose 7%
in just a year, but not only in California, the impact ran
across the state borders. The goal here was to increase
revenue, which it successfully did.(Main function: to sell)
De Beers “A diamond is forever”
Their goal: They wanted to introduce and
present the idea that a diamond ring was
essential, or a necessary luxury for every
woman to have. As well as created a situation
where every couple pledging marriage feels
forced to purchase a diamond engagement ring.
(Main function: to sell)
5. Should advertising create secondary income streams from merchandising, and if so,
who should benefit- the agency or the client?
– I do think that advertising should create a secondary income stream from
merchandising. In the case of the meerkats, it is one of the more prominent examples on
the trend for animated characters or Muppets acting as brand ambassadors, since the
appeal of cresting a character is that they are cheaper and more reliable than the
celebrities who are often enlisted to be the stars in the campaign. Furthermore creating
merchandise further helps promote the brand and create more brand awareness as well
as recognition. The proliferation and huge popularity of these creations and the
merchandising that came out of it started raising questions for both advertising agencies
and brand owners, as to who will capitalize on the value of the intellectual property. I
believe that future revenue from merchandising should be fairly distributed between
both agency and client. The agency because they are the ones behind the whole concept
of Aleksandr the Meerkat, and they deserve fair recognition for their creation, as well as
the client, since they are the ones who purchased this service in the first play. There
should be revenue-sharing arrangements.

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