After years of declining market share,unsuccessful advertising campaigns,management upheaval,and finally,a takeover by British-owned Grand Metropolitan, P.L.C., Burger King Corp.wanted to change consumers' perceptions of the company and their attitudes toward it. （51）Under a new chief executive officer，Barry Gibbons（巴里·吉本斯），Burger King altered its marketing mix to stem its declining market share (17 percent of the $60 billion fast-food market) and to change its image by relating the Burger King experience to consumers' self-concepts.In a break from fast-food marketers' traditional focus on price and treatment of their products as "commodities", Burger King developed a new advertising campaign, designed to set it apart from competitors and its own troubled past.
A random survey showed that the consumers who already patronized Burger King restaurants were overwhelmingly positive about the chain.Such satisfied patrons help boost sales by positive word-of-mouth adverising.(52)But to push up sales and lure competitors' customers,Burger King had to develop a new promotional campaign-a campaign that would enhance consumers' perceptions of the second-largest hamburger chain.(53)Using "attitude advertising", Burger King is now trying to establish a positive relationship with consumers and create a different image with its daring “sometimes you've gotta break the rules" advertising campaign.The campaign itself breaks a few of the fast-food industry's advertising rules.
The $150 million campaign focuses on getting both consumers and Burger King management to think differently about the company.The resulting advertisements downplay traditional product shots and jingles and focus instead on entertainment, humor, and a spirit of independence.Although most fast-food advertisements usually have mouth-watering shots of food,the Burger King ads include only occasional glimpses of Burger King signs or products and avoid the traditional Burger King flame-broiling action shot.They attempt instead to provide an image of a Burger King experience that is fun and entertaining.
The campaign includes six“hip” television advertisements showing people “breaking the rules" to get BurgerKing food.In one,an aircraft-carrier crew awaiting its “orders" receives Burger King food by helicopter. In another, a teen-age boyuses his dad's Mercedes to deliver a salad to a pretty girl. The intent is to position Burger King in the hearts of potential customers rather than trying to show the superiority of a specific product.
Another rule breaker is the radio advertising campaign. (54)Officials say that during two weeks of unprecedented saturation（饱和）two-thirds of America will have heard ten Burger King radio commercials. The series of radio spots feature original Burger King songs from a variety of stars, including Mel Torme,John Lee Hooker,the Fabulous Thunderbirds,and Tone-LoC.
In an unusual (and appropriately rule-breaking) collaboration. Burger King hired two advertising agencies to handle the new advertising campaign.
(55)Rather than dividing responsibilities, the two agencies developed a team concept, with the idea that both would have equal creative input opportunities.CEO Gibbons has changed more than just Burger King's promotion.To support the advertising and to contribute to the new Burger King image, he also made changes in product and price. Now there are daily 99 cent specials and Burger King doubles-double-decker burgers with different toppings.
Other changes affect the operation of individual franchisees' operations.By laying off 550 employees in the headquarters and company field offices.Burger King pared down its management hierarchy.Gibbons has insisted that all Burger King restaurants focus on uniformity,cleanliness,and teamwork.He has also sent the messagethat Burger King will purge franchisees with sloppy,unprofitable restaurants by closing them or. if necessary, buying them.In addition,Burger King is remodeling many company-owned outlets and lowering the rent for new franchisees who lease their buildings from the company.Franchises have been told to prepare for new menu boards and to clear space for more-in-store displays.
A:Answer the following questions according to your understanding of the passage. (10%)
Burger King's advertising campaign seems to be ______.
A、low-profiled
B、orthodox
C、fairly unique
D、grotesque
【正确答案】：C
【名师解析】:根据文章内容，Burger King的广告活动非常独特。文章中提到，Burger King开发了一种新的广告活动，旨在打破传统的快餐广告规则，通过“态度广告”来与消费者建立积极的关系，并以大胆的“有时你必须打破规则”的广告活动来创造不同的形象。广告活动包括六则“时髦”的电视广告，展示人们“打破规则”来获取Burger King的食物。此外，还有广播广告活动，其中包含了多位明星原创的Burger King歌曲。Burger King还聘请了两个广告代理机构共同处理新的广告活动，而不是将责任分开，而是发展了一个团队概念，让两者都有平等的创意输入机会。因此，广告活动具有创新性和独特性，所以答案是C，相当独特。