cover of episode Why '90s ads are unforgettable

Why '90s ads are unforgettable

2023/12/14
logo of podcast Planet Money

Planet Money
AI Deep Dive AI Chapters Transcript
People
A
Any Wilson
J
Jeff Manning
S
Sarah Gonzalez
S
Shameek Meeker
Topics
Sarah Gonzalez 和 Kenny Malone：90年代的广告以其朗朗上口的 jingle 和深入人心的 slogan 而闻名，这与当今广告的风格形成鲜明对比。他们回忆起童年时期对这些广告的深刻印象，甚至能记住一些广告中的电话号码。 Any Wilson：90年代广告的成功，一部分源于其对消费者童年回忆的触动，但更重要的是，当时的科技环境和广告策略使得广告更精良、更令人难忘。当时的媒体环境使得广告能够广泛触达受众，形成集体记忆。 Shameek Meeker：保洁公司作为广告业的先驱，利用广播剧等形式进行早期的大众营销，通过在广播剧中植入广告，成功吸引了大量听众，并由此催生了肥皂剧这一形式。他们通过巧妙的促销活动，首次精确地获得了广播覆盖率的数据，也证明了广播广告可以销售商品。 Jeff Manning：90年代初，牛奶行业面临销量下滑的困境，促使他们进行大规模的营销活动。"Got Milk?" 广告活动采用了"牛奶剥夺策略"，先让参与者享用不含牛奶的食物，再展现牛奶的缺失，以此凸显牛奶的重要性。虽然没有显著提高牛奶消费量，但成功阻止了消费量的进一步下滑，并赋予了牛奶情感上的联系。 Any Wilson："Got Milk?" 广告中的名人牛奶胡子照片，预示着现代网红文化的兴起。品牌形象营销旨在提升品牌知名度和好感度，而非直接追求销售目标。90年代，品牌注重品牌形象营销，旨在占据消费者心智，而非仅仅追求销售额，因为品牌注重长期发展。90年代是品牌建设的黄金时期，因为广告商能够精准触达目标受众，并且掌握了各种广告技巧。然而，互联网、流媒体、智能手机和社交媒体的兴起，导致大众媒体的受众分散，使得品牌广告难以达到以往的覆盖率。如今，许多品牌更关注目标市场的精准营销，而非大众营销，这提高了广告效率，但也失去了朗朗上口的广告语。

Deep Dive

Chapters
The show opens with a discussion about memorable 90s commercials and jingles, questioning whether ads today are as effective or impactful. The hosts introduce the topic of the evolution of advertising and its peak in the 1990s.
  • Nostalgia for 90s commercials
  • Questioning the effectiveness of modern advertising
  • Introduction to the topic of advertising evolution

Shownotes Transcript

Maybe she's born with it, maybe it's __________.The best part of waking up, is _______ in your cup!Got ____?If you can identify these brands based on tagline alone, it's possible you... are a 90s kid.The '90s were arguably the peak moment of advertisers trying to make an impression on us that could last for decades. They got us to sing their jingles and say their slogans. These kinds of ads are called brand or image marketing. And it became a lot harder to pull off in the 21st century. On today's show, we look back at the history of advertising, and two pretty unassuming products that totally transformed ads. *This show was hosted by Sarah Gonzalez and Kenny Malone. It was produced by James Sneed, and engineered by James Willets. It was fact checked by Sierra Juarez, and edited by Molly Messick. Alex Goldmark is Planet Money's executive producer.Help support Planet Money and get bonus episodes by subscribing to Planet Money+ in Apple Podcasts) or at plus.npr.org/planetmoney).*Learn more about sponsor message choices: podcastchoices.com/adchoices)NPR Privacy Policy)