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Reading 1/1:
Read the article below and choose the best answer for each of the following questions.
THE AXE EFFECT
Unilever is a large multinational based in Britain and Holland which produces foods, cleaning products and toiletries. It currently employs more than 223,000 people.
When Unilever wanted to launch its AXE deodorant spray for men in the United States, it combines young men's natural interest in pretty girls with the attraction of a great house party. The
idea was simple: boy buys AXE, boy meets girl, boy smell nice, girl likes boy.
The product, which was already popular in other parts of the world, was launched in the United States with a powerful promotional plan to make it appeal to American male youth culture.
Using the slogan "the AXE effect, the company used a number of marketing ploys to bring the product to the attention of the public. These included an online game, free samples of the
deodorant, often given by attractive female models, in retail stores, point-of-sales displays, media advertising and public relations (PR). all of which hyped the centerpiece of the promotion: a
once-in-a-lifetime party at a Florida mansion.
Unilever began the December before by direct-mailing to millions of college students and young males aged between 11 and 24, who received free samples and information about the event,
which was advertised as the AXE House Party: lots of girls, rock stars and a beach house. A radio advertising campaign and online publicity called for young men to log on to the Internet to
play a video game on the AXE website. Participants had to apply their dating kills to score points. If the player reached a certain level, he entered a lottery to win a trip to the party.
AXE focused on the intrigue and discovery of the party. Leaflets similar to ones made for a party by a group of college students were posted in relevant locations such as men's toilets at
night clubs. There were also print ads in Rolling Stone and Spin magazines.
"It was all about getting into the mind of the 20-something guy", says Mary Drapp, manager of strategic alliances and sponsorship for Unilever. And they succeeded in doing that. Their
website received more than 943.00 hits, or 20% more than the goal. Some 100 lucky young men were flown in to attend the party. held near Miami. Hundreds of girls were invited to dance
and enjoy musical acts from Nelly. Addrew W.K., Nicole and the Riddlin Kids. Guests could use the pool, go to a game room or play air hockey. cards or billiards.
The party was filmed and edited into an hour-long show broadcast on TNN in April. To our knowledge, nobody has ever taken a consumer promotion and turned it into a television show".
says Steve Jarvis, the marketing consultant for AXE. "That was something completely original". After the party. AXE continued to capitalize on the event. Some 500,000 special packs went on
sale in retail stores, offering two cans of the deodorant spray with a free AXE house-party CD that featured songs from the artists who had appeared at the party.
Following the promotion, results included a 22% increase in general brand awareness among males aged 11 to 24 and a 3.0% to 3.7% increase in antiperspirant and deodorant market share.
1) Who were the target audience in Unilever's promotional campaign?
A. Men and women.
B. Men of all ages.
C. Young men.
D. Young women.
2) How did people get an invitation to the house party?
A. By receiving direct mail.
B. By participating in a game.
C. By applying through an Internet site.
D. By answering an advertisement.
3) What was an aim of the publicity for the house party?
A. To improve men's dating skills.
B. To show people they needed AXE.
C. To show an exotic location.
To evrito nannlo's curincity
