Page 175 - 100 Great Marketing Ideas (100 Great Ideas)

the owner’s microwave oven a call so that dinner would be ready on
arrival home.
These adverts certainly created an impact at a relatively low cost,
but more importantly they generated word of mouth and great
memorability. People showed the adverts to their friends—something
that would be very unlikely to happen with any other approach.

In practice

• If your product is upmarket, don’t be afraid to be subtle.
• Press advertising is relatively cheap and offers a semi-permanent

medium so that people can show their friends the joke—at the
same time, joke adverts for the press are easy to produce.

• Be sure to make it clear at the end of the advert that it is a joke—

also, try to ensure that someone who actually believes it would
not be hurt by the misunderstanding.

166 • 100 GREAT MARKETING IDEAS