Swiffer Campaign Analysis Since seniors are a fast growing segment of our population, more and more products are being marketed to this audience. Many of us have aging grandparents and are therefore interested in these products as well. From the famous "I've fallen and can't get up" commercial for Life Alert and similar products to protect seniors, to the now very popular Swiffer campaign featuring a charming couple in their 90s, companies are employing elderly people to sell their products. The techniques employed are simplistic and straightforward so as not to confuse older folks who may not be aware of more sophisticated experiences. Thus, Lee and Morty Kaufman, the aging husband and wife in these ads, are the ideal people to market cleaning items that would be helpful to the elderly in keeping their homes tidy without employing outside help. P&G has run a series of these ads stating that "At P&G, we believe the everyday things can have the most extraordinary impact in life." They further indicate that the ads are intended to show that simple innovations of cleaning equipment and make a big difference in the lives of older people living on their own. While the target audience is age 60 and above, the commercials will also be of interest to younger people who have family members in the targeted age group. These ads have proved to be highly successful. They simply show Lee and her husband Morty, both 90 years old, in their home. Lee is busy trying to clean, while Morty supervises her efforts. The fact that they are a real-life couple adds immensely to the validity of the ad. Not only is easy for elderly people to identify with them, but not being actors contributes to the impression that they are being truthful with their acceptance and use of Swiffer cleaning products. The commercials follow basically the same format. Lee will be struggling to perform some household cleaning task (washing the kitchen floor, dusting hard to reach places) while Morty fusses that she should be careful. The doorbell rings and some unknown benefactor leaves a box of Swiffer products on the front porch. Lee and Morty open the box and examine each item, holding it up so it is easy for the viewer to see and remember. Lee then uses the product, keeping up a running commentary on how simple it is to use. Morty, predictably dozes off in his chair. The "realness factor" of this campaign cannot be overestimated. Although these items can be used by all age groups, targeting the elderly and utilizing old people to demonstrate the ease of use is a highly effective marketing strategy. Viewers respond positively to the couple because they are so believable as well as charming. The music background is unobtrusive but of an upbeat nature. It is a catchy little tune that adds to the effectiveness of the ad as people will enjoy the song as well as being captivated by Lee and Morty. One ad ends with the husband and wife humming and dancing with each other in their now clean kitchen. Everything about these commercials has been chosen carefully with an eye to the target audience. Although the techniques and strategies are brilliantly employed, much of the success of these ads is due to the delightful personalities of Lee and Morty. Both their physical appearance and the folksy delivery of the message greatly enhance the commercials. The end of the ad displays the Swiffer logo and a brief text message referring to the couple. Although the primary target is elderly folk, children of aging parents will also be interested in these commercials. The products will be of use, not only to themselves but also to mom and dad, keeping them comfortable in their home. With all the commercials being shown on TV today, the Swiffer ads…
Assignment Criteria for Rhetorical Analysis Essay
Length: a minimum of 850 words.
Format: Check “Assignment Format and Submission” on the course policies handout for information.
Content, Organization, Style: The essay should accomplish the following:
• The writer will analyze the argumentation skills of another writer who has taken a position on a controversial issue and attempted to defend it. In the course of his or her analysis, the writer will state his or her judgment about…
Hindawi Publishing Corporation
Journal of Industrial Engineering
Volume 2013, Article ID 827274, 7 pages
Multiple Criteria ABC Analysis with FCM Clustering
Gulsen Aydin Keskin1 and Coskun Ozkan2
Department of Industrial Engineering, Faculty of Engineering, Kocaeli University, Umuttepe Campus, 41380 Kocaeli, Turkey
Department of Industrial Engineering, Faculty of Engineering, Yildiz Technical University, 34349 Istanbul, Turkey…
Analysis: School Education
Children from low-income public schools may have a better chance of succeeding if they could attend schools located in more prosperous areas. In Stephanie McCrummen’s and Michael Birnbaum’s essay “Where you go to school matters” explores the theory of high-poverty versus low-poverty schools, lack of research and data, as well as the true definition of low income students.
First, I believe that Stephanie McCrummen’s and Michael Birnbaum’s essay has a great amount of…
Analysis Essay-“Step Aside, Governor”
August 4, 2014
Civil rights are defined as the rights of citizens to political and social freedom and equality. Perhaps somebody is gay — does civil rights still apply to them? According to the fourteenth amendment, the answer is yes! The fourteenth amendment states, "All persons born or naturalized in the United States, and subject to the jurisdiction thereof, are citizens of the United States and of the state…
Flow of Funds and Cash Flow
Funds Analysis and Cash-Flow
• Flow of Funds (Sources and Uses) Statement
• Accounting Statement of Cash Flows
Flow of Funds Statement
A summary of a firm’s changes in financial
position from one period to another; it is also
called a sources and uses of funds statement
or a statement of changes in financial
Has been replaced by the cash flow statement
(1989) in U.S. audited annual reports.
Why Examine the Flow
of Funds Statement…
HUMAN RESOURCE MANAGEMENT
Chapter 2 Job Analysis & Design
2.1 Learning Objectives
After learning this part students should understand:
A. The importance of Job Analysis to other personnel functions, such as personnel planning, recruitment, employee selection, performance appraisal, training, compensation, discipline, health and safety programs, and labor-management relations.
B. The various methods by which job analysis information can be collected, as well as the strengths and…
6 July, 2013
Agatha Christie Essay Analysis
I think this is overall an excellent essay that demonstrates proper essay writing for various reasons. It follows the proper essay structure, has no grammatical errors, thoroughly explains each of its three points through the body paragraphs and keeps the reader interested throughout the entire essay.
When examining the structure of this essay, one can see that it meets all of the essay requirements. The introduction paragraph grabs…
perspective. An analysis of the data engages with the interpretation of the meanings of
people’s behavior, practices and actions. According to the Hammersley and Atkinson
(2007,3) perspective “analysis of data involves interpretation of meanings, functions, and
consequences of human actions and institutional practices, and how these are implicated
in local, and perhaps also wider, contexts”.
Data analysis and interpretation are required to convey order and understanding. Data
analysis therefore requires…
“Don’t be sorry campaign”
The Australian Government
The department of immigration and citizenship
The term ‘boat people’ entered Australia in the 1970’s with the arrival of boats seeking asylum after the Vietnam war when over half of the Vietnamese population we displaced, and fled to nearby Asian countries or across the oceans to Australia. Over the next 5 years there were a total of 2059 Vietnamese boats seeking asylum and an estimate rate of 300/annum every year.
There is of course…