Keep Walking Study
KINGSTON UNIVERSITY
Advertising
Keep Walking Campaign - Johnnie Walker
Arage, Devika
Lima, Marcela
Balamash, Maryam
Pissareva, Vicktoriya
Contents
Executive Summary This report aims to analyse the Johnnie Walker 's advertising campaign, Keep Walking and provide a comparison between the communication model used by the brand and the DAGMAR model. Moreover, this report provides the campaign results, its impact on receptors and the financial effect to the company. Finally, through a survey support, the campaign receives criticism and some necessary modifications are highlighted. According to Dawson (2008) the advertising model used by Johnnie Walker, with was a success, is a simple model based on three steps: Fame (create awareness), resonance (make the brand relevant) and adoption (create purchase intention). Some similarities are found when the communication plan of the brand is compared with the DAGMAR model, which has four main steps: Awareness, comprehension, conviction and action (ezinearticles.com). The campaign is seem as a success in advertising, once, the company financial results had been improved since the Keep Walking campaign was launched in 2001, moreover, its market share increased by 3,9% what also proves the achievement of Johnnie Walker 's objectives (Dawson, 2008). The brand slogan 'Keep Walking ' became popular among consumers, some reasons for the effectiveness of this campaign are given on this report: the campaign has the same message worldwide adopting specific needs for each country, its main message appeals to a human desire (progress), it use a distinctiveness message, it emphasizes on the brand benefit and provides social media. The criticism made to the Johnnie Walker campaign were based in a survey "Keep Walking - Johnnie Walker ' that was conducted in different countries and obtained 59 responses. The principal founds were that the exposure of the advertisements is
Advertising
Keep Walking Campaign - Johnnie Walker
Arage, Devika
Lima, Marcela
Balamash, Maryam
Pissareva, Vicktoriya
Contents
Executive Summary This report aims to analyse the Johnnie Walker 's advertising campaign, Keep Walking and provide a comparison between the communication model used by the brand and the DAGMAR model. Moreover, this report provides the campaign results, its impact on receptors and the financial effect to the company. Finally, through a survey support, the campaign receives criticism and some necessary modifications are highlighted. According to Dawson (2008) the advertising model used by Johnnie Walker, with was a success, is a simple model based on three steps: Fame (create awareness), resonance (make the brand relevant) and adoption (create purchase intention). Some similarities are found when the communication plan of the brand is compared with the DAGMAR model, which has four main steps: Awareness, comprehension, conviction and action (ezinearticles.com). The campaign is seem as a success in advertising, once, the company financial results had been improved since the Keep Walking campaign was launched in 2001, moreover, its market share increased by 3,9% what also proves the achievement of Johnnie Walker 's objectives (Dawson, 2008). The brand slogan 'Keep Walking ' became popular among consumers, some reasons for the effectiveness of this campaign are given on this report: the campaign has the same message worldwide adopting specific needs for each country, its main message appeals to a human desire (progress), it use a distinctiveness message, it emphasizes on the brand benefit and provides social media. The criticism made to the Johnnie Walker campaign were based in a survey "Keep Walking - Johnnie Walker ' that was conducted in different countries and obtained 59 responses. The principal founds were that the exposure of the advertisements is
References: 6. PR Newswire, (2012) Johnnie Walker the Strongest Spirit in 2011. [Online] Available at: http://search.proquest.com.ezproxy.kingston.ac.uk//docview/1095445381?accountid=14557 [Accessed: 21 Mar 2014] 6