Content area
Full text
When do advertising premiums become more than mere giveaways? When they become integral parts of a total communications program.
"We've found the judicious use of premiums can be extremely effective in reinforcing the image or personality of a product," explains Janet Bryan, account supervisor for Rhea & Kaiser Advertising, Naperville, Ill. "A premium serves as a day-today reminder of your product or company-the impact of which is measurable against specific communications objectives."
THE CORE OF THE PROGRAM
Bryan cites the use of premiums in an ongoing campaign for Rhone-Poulenc Ag Co.'s Larvin brand insecticide.
The agency was asked three years ago to help Rhone-Poulenc introduce fresh market sweet corn growers to Larvin. "Because we were dealing with only 650 growers in 14 states," Bryan recalls, "we determined direct mail was the most cost-effective way of reaching the target audience."
First, the creative team of John Moline, Scott Pettit and David Willett developed a lighthearted direct-mail piece entitled "The World Has Worms. Thankfully There's Larvin." The brochure utilized cartoons supported by humorous copy to tell the Larvin story in an entertaining yet informative manner.
To add lasting impact...