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Essay / Research Paper Abstract
A 5 page paper that discusses advertising strategies of the two companies. How successful has GEICO's gecko been and how successful has AFLAC's duck been? Did the icons increase sales? Both have branded themselves to these images. One author said that great brands have personality and GEICO has personality. AFLAC's duck is so popular, the company had to establish rules for its use. These are the issues this essay discusses. Limited data are reported to justify conclusions. Bibliography lists 9 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGgcoaf.rtf
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Unformatted sample text from the term paper:
viewed by many as a "necessary evil" (NewsTarget.com, 2005) but the companys advertising agency, Martin Agency, has made GEICO ads funny, if not exactly exciting (Lojocono, 2005). Lojocono comments that
GEICO is "positioned as top of mind brand, which generally leads to higher inquiries and, ultimately, greater market share" (Lojocono, 2005) GEICO,, which is the acronym for Government Employees Insurance
Company, has brand personality, it has different types of commercials and it has a tagline that is easy to remember (Lojocono, 2005). Lojocono says to be successful, a tagline or
jingle must be easily understood by the target audience; it must work across different population segments and it needs to be memorable (2005). It also has to be short, simple
and succinct (Lojocono, 2005)). The GEICO tagline fits all criteria: 15 minutes could save you 15% or more (Lojocono, 2005) Consumers love GEICOs advertising - there is the little gecko,
the good news-bad news and what you could do in 15 minutes themes (NewsTarget.com, 2005). The lizard icon was a "spur of the moment" idea developed at Martin Agency and
that has been a mainstay of GEICOs advertising since 1999 (NewsTarget.com, 2005). The gecko added humor to insurance advertising that was in stark contrast to the ads from other insurance
companies (SuperBrands, n.d.). One of their earlier amusing spots had a dog laughing at its own about the cost of his insurance (SuperBrands, n.d.). The gecko burst onto the scene
in a press conference spot and has gained enormous popularity (SuperBrands, n.d.). Very recently, GEICO has had ads to demonstrate to the consumer what can be done in
15 minutes, the time it takes to make a call to GEICO and get a quote (NewsTarget.com, 2005). The strategy has been showing two 15-second different ads consecutively instead of
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