TITLE

Sorry, Jolly: The media love Betty

AUTHOR(S)
Mandese, Joe
PUB. DATE
September 1999
SOURCE
Advertising Age;9/6/1999, Vol. 70 Issue 37, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on a special SPINdex analysis conducted by Medialink Research on the media exposure of several returning advertising icons in the U.S. The return of all of these classic advertising characters has attracted noteworthy attention among the news-media elite, but the best recipe for generating hype this year comes from the relaunch of Betty Crocker, one of the oldest and most endearing advertising icons. Betty has generated 71 print and electronic media stores in 1999. By comparison, the second-most successful advertising returnee, Pillsbury Co.'s Jolly Green Giant, found a place in only 48 news stories accounting for 43,658 words of copy. The return of paper-mangling Mr. Whipple for Procter & Gamble Co. also did well with the paper based media with a SPINdex of 294. That is just enough to take the bait away from Star-Kist Foods' Charlie, who ranked fourth in this special year-to-date edition of SPINdex with a score of 236. The reintroduction of other classic icons so far has failed to capture much media attention. The Maytag Repairman lived up to his reputation for being the least popular icon, attracting only six stories in the SPINdex sample, for a score of 52.
ACCESSION #
2242675

 

Related Articles

  • Yesterday's Pages. Bacon, Kelly // American Road;Autumn2007, Vol. 5 Issue 3, p43 

    The article presents information on the advertising character Miss Chiquita, a dancing and singing banana. She first appeared in movie screens in the 1940s singing the trademark song written by Garth Montgomery and composed by Len Mackenzie. The fruity character, flaunting her frilled red skirt,...

  • Chains cheer sales-building advertising mascots. Cebrzynski, Gregg // Nation's Restaurant News;10/1/2007, Vol. 41 Issue 39, p6 

    The article discusses the use of advertising characters or icons by restaurants. Restaurant executives and consultants agree that when the character is entertaining and tied strongly to the brand, consumers will take notice. Ronald McDonald, the Chickfil-A cows, Jack in the Box's fictional CEO...

  • Mascots on Parade.  // Scholastic DynaMath;Feb2011, Vol. 29 Issue 5, p3 

    A quiz concerning the total number of mascots in Germany which is as twice as the number of mascots in Taiwan is presented.

  • Smile in ethics push with cartoon icons. Bashford, Suzy // Marketing (00253650);1/10/2002, p2 

    Focuses on the campaign for Smile's positioning as an ethical firm trading in Great Britain. Representation of the Smile icon's characters; Aim of the brand icons campaign.

  • Voted & Quoted.  // Advertising Age;9/1/2003, Vol. 74 Issue 35, p12 

    The article presents the results of a public opinion poll concerning advertisement characters. According to the survey, 27 per cent of the Adage.com poll respondents felt that the 105-year-old Michelin Man is due for retirement. The survey also highlighted the characters the Energizer Bunny, the...

  • For children of all ages. Foster, Harry // Marketing Week;8/17/2006, Vol. 29 Issue 33, p30 

    The article reports on the volatility of the character merchandising market in Great Britain due to competition among retailers and over-dependent on children's characters. Mintel, a consumer research company, estimated a sale decline of 13% in 2001-2005. One major problem faced by the market is...

  • Familiar faces. BRANDAU, MAR // Nation's Restaurant News;1/28/2008, Vol. 42 Issue 4, p20 

    The article reports that advertising characters and icons provide restaurant companies with a means to stand out in business. Several popular brand icons include Jared Fogle of Subway and Ronald McDonald of McDonald's. Character LLC creative director Jim Hardison explains that brand icons work...

  • Out of Character.  // License! Europe;Jun/Jul2005, p74 

    Presents a photograph of U.S. Secretary of Defense Donald Rumsfeld with real super heroes at the launch of a Marvel comic, featured in the "Guardian" newspaper in Great Britain.

  • Verizon keeps 'Test Man' on short leash. York, Emily Bryson // Advertising Age;8/25/2003, Vol. 74 Issue 34, p7 

    The article focuses on the public's growing interest in Test Man, the character in Verizon Wireless advertisements. Despite the Test Man's popularity, the wireless provider maintains that he is not a cultural icon. The identity of the actor who plays the Test Man and most information about the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics