LO1 - Analysis of an advertising campaign.

"Got Milk?" Marketing campaign 

Aims and Objectives 

The aim of the "Got Milk?" campaign was to encourage  milk consumption and to educate people on the benefits of drinking milk. This campaign was mainly aimed at the younger generation and was created to get younger people to drink and buy more milk since people were not buying as much milk which caused an issue for farmers because then they couldn't create 

Target audience 

The target audience for "Got milk?" is young adults and adults in and around California this their mean demographic because the decrease in milk consumption falls in between that age range. Furthermore, this is also targeted at ethnic groups and religions, the psychographic profile this targeted is mainstreamers since the advertising used is mainly mainstream movie posters and celebrities such as Kermit the Frog and "Stone Cold" Steve Austin. Moving on to social grade, the main social grade for this product would be D  and above due to the fact it is aimed at buying more milk. The geographically targeted audience for this campaign is mainly the United States more specifically California this is because the campaign was started by the California Milk Processing Board.  

Key messages 

During the "Got Milk?" campaign a lot of people thought the message was to sell more milk and make farmers more money however it goes beyond that. Some people say that the message "Got milk?" could infer that it is a reminder to always have milk around even in the Tv adverts it furthers this message, for example in the famous Burr-Hamilton advert, which aired in 1993, shows a man who is unable to answer the question of who shot Alexander Hamilton due to fact that he couldn't wash out the Peanut butter sand-which because he had ran out of milk. This shows milk as something people need to have around and it is what the main message the CMPB wanted to get across to people. 

Approach 

"Got milk?" presented its campaign through a TV advert during 1993, it was a comedic advert based around a man who was asked a money winning question of "Who shot Alexander Hamilton?" now he couldn't answer the question due to the fact that he had a peanut butter sandwich in his mouth and had ran out of milk. It was a very informal advert which showed the public that it is a good thing to have milk around and to drink milk. The way the advert spread was mostly due to people talking about it because they had seen the adverts on Tv. Furthermore, in the advert it didn't really have any special effects as a part of it and mostly used continuity editing but during the clip when the man is asked the question it cuts to different parts of the mans collection showing that he knew the answer. 

Representation 

Representation in the "Got milk?" is very broad in some of the adverts there are male celebrities of a lot of races including white, black, Asian etc. For example, in one of the posters for the campaign it shows Tracy Mcgrady who is a black basketball player the diversity is also shown by  having Whoopi Goldberg who is a black female comedian. There is also a lot of female celebrities who took part in the campaign. This campaign doesn't reinforce gender stereotypes and even in the commercial staring Dwayne "The Rock" Johnson it shows him as the child's guardian even a stay at home dad, this could make people think that the California Milk company are trying to fight gender stereotypes. However, in the advert it shows Dwayne doing manly things such as stopping bank robbers and being the hero. A more recent advert shows Simu Lui an Asian Canadian actor who has teamed up with got milk for their next campaign. 

Campaign Logistics 

This campaign has been going on for 25 years and is still running till this day this shows how much the campaign has effected a lot of people's life but in a good way since it has been seen by many generations which is leading to an increase in milk sales. The overall estimated budget for this campaign was $10 million. 

Choice of media 

"Got milk?" used two different media products to advertise their product. One of the choices was to use television to promote their message this was a successful choice because when the campaign started in 1993 TV was the main source of information, education and entertainment, this means that the campaign would have been seen by many people this then causes people to talk about it and then it becomes popular which is why TV helped the campaign became one of the most popular advertising campaigns in the last 27 years. The second choice of media that they used was print, they used print products to reach a wider audience, they would use famous movie posters such as the X-Men movie poster and Superman. They would be put up as posters around the city or even in newspapers this again leads to it getting seen by more people. Furthermore, on the posters it gave a little information about why milk is a healthy choice in life. 

Call to action 

The call to action that the CMPB want to get out of this campaign is to up the consumption of milk in the United States, they also hopefully think they message " Got milk?" will act as a reminder that milk contains calcium which helps your bones and teeth. This campaign has also caught people's eyes for 25 years and is still something that the CMPB stand with. 

Legal and ethical issues 

With this campaign being about people consuming less milk and the California Milk Processor Board not gaining enough profit from people buying milk it also brought a long a few legal and ethical issues such as there was a lot of Vegan uproar this because the life of a diary cow isn't as colourful as the cartoon adverts make it out to be. Vegans, saw that they were trying to up the consumption of milk this going against their beliefs that animals shouted be slaughtered or milked and that people should look for other substitutions like soy milk. One legal issue was that some famers were also having to pay for the adverts for example in 2004 two dairy farmers were  force by the government to help pay for the "got milk?" by federal law, the amount they had to pay was $4,000 a year. 

Regulation 

A regulatory body that the company would have been regulated by is the ASA which stands for the Advertising Standards Authority, they make sure adverts stick to the advertising rules or the advertising codes. 

In comparison the "Just do it" campaign by Nike also advertised a consistent message. This is shown by the fact that the print products for this campaign show the nike logo with the phrase "Just do It" underneath. There has also been other ones such as a guy holding up a basketball with "Just do it" being used as a shadow over his face. These give the message that if you want to do something you should do it and not let others hold you back. More of these adverts have also surfaced such as pictures of sportsmen and women playing their sport with a little bit of advice being on the photo for example there is one of a tennis player saying "you can take the superhero out of her costume, but you can never take away her superpowers." This helps inspire people since they would see this quote and feel like they have the ability to follow their own dreams.