(Solution) IF IT WALKS LIKE THE AFLAC DUCK You've Probably Never Heard Of The American Family Life Assurance Company. Then Again, If You Are Like 90 Percent Of... | Snapessays.com


(Solution) IF IT WALKS LIKE THE AFLAC DUCK You've probably never heard of the American Family Life Assurance Company. Then again, if you are like 90 percent of...


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 foreseeable future?

 

 

 

 

3. What makes AFLAC ads so effective? Is it something more than their entertainment value? If so, what else contributes to their success?In at least a full page submission please answer the following:

 

IF IT WALKS LIKE THE AFLAC DUCK

 

You’ve 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.”

 

The four-year AFLAC campaign is the work of Linda Kaplan Thaler, owner of the New

 

York agency that bears her name.

 

Maurice 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.”

 

The 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.

 

What 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.

 


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This question was answered on: May 23, 2022

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