Page 487 - Foundations of Marketing

Advertising and Public Relations

O B J E C T I V E S

1. Describe the nature and
types of advertising.

2. Explore the major steps in
developing an advertising
campaign.
3. Identify who is responsible
Chelsea Lauren/WireImage/Getty Images 4. Examine the tools used
for developing advertising
campaigns.

in public relations as well
as how public relations is
used and evaluated.

M A R K E T I N G I N S I G H T S

L’Oréal Slogan Celebrates 40 Years of Empowering Women

A successful company slogan may only be a few celebrated 40 years of the slogan by throwing
words in length, but it is a key factor in telling the a large party attended by the company’s brand
story behind the brand. As brands and consumer ambassadors.
tastes evolve, many companies change their adver- Although L’Oréal is the largest cosmetics com-
tising slogans over time. French cosmetics brand pany worldwide, selling an estimated 50 products per
L’Oréal Paris is an exception. Changes to the com- second, sales have slipped in recent years. Experts
pany slogan “Because I’m Worth It” have been feel that the onset of the digital age and shorter atten-
limited to pronouns (it recently changed its slogan to tion spans may be making the slogan less effective
say “Because We’re Worth It”). The slogan has been and more outdated. Despite these concerns, L’Oréal
translated into 40 languages and continues to be a Paris’ CEO has announced that he intends to keep
part of most L’Oréal advertising. the advertising slogan. Although the slogan’s sense
L’Oréal’s trademark slogan was created in 1971 of female empowerment may not be as relevant in
during a time when women were seeking to become Europe or America, he sees opportunity in Africa and
more empowered. Created by advertising agency Asia where women’s rights are taking hold. Combine
McCann Erickson, the slogan first appeared in a this with L’Oréal Paris’ 30 brand ambassadors, who
commercial with actress Joanne Dusseau speak- spend a significant amount of time promoting the
ing the words while attempting to rationalize her slogan, and L’Oréal’s brand might gain the same level
1
L’Oréal purchases. Four decades later, L’Oréal of prominence as it had four decades ago.

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