Tues., Nov. 19 02 -- New Advertising Uses Old, Tried-and-True Assets

Suggested Lead:

New beef checkoff advertising that begins in January won’t have to go back to the drawing board to be successful.  Rich Otley, director of evaluation for the Cattlemen’s Beef Board, says the industry will benefit from any new approach by utilizing elements that people can – and do – remember.  

Cut #1    :37       Outcue: "...or something like that."

According to Otley, the level of awareness of beef advertising is staggeringly high.

Cut #2    :18       Outcue: "...of the other competitors."

While new beef advertising beginning next year will make use of memorable elements of previous campaigns, it will focus on a new point: the consumer’s continuing enjoyment of beef.