crease sales? The Cadbury ‘Gorilla’ advert was one of the most famous and effective advertisement campaigns of recent years. The aims of the campaign wereto: = improve the public image of Cadbury and the Diary Milk chocolate brand ‘= increase sales of Dairy Milk, which seemed to be in the maturity stage of its life cycle. The TV advert featured an actor in a gorilla costume enthusiastically playing a well-known drum solo from the Phil Collins hitrecord ‘In the Air Tonight’. The 90-second performance faded to a computer-generated shot of a Dairy Milk bar over the slogan A glass and a haf full of joy’ (Cadbury has always claimed that each bar contains aglass and a half of fresh milk). Producing the advert ‘and paying forthe TV time slots cost USS12 million. One TVadvert during the Rugby World Cup cost $14 million alone. The campaign was very successful. The advert [32 marks, 50 minutes} 1 Wasthe Cadbury's ‘Gorilla’ advert an informative ora persuasive advertisement? Explain your answer. i] 2. Canthe expenditure of $12 million on advert a chocolate bar be justified? Explain your answer. hol vas uploaded on to YouTube and was viewed more than ‘500,000 timesiin the first week. Market research reported that the public’s view of Cadbury and Dairy Milk had improved and sales rose by 9% in one year higher than the original target. Evian’s ‘Roller Babies’ video holds the offcial Guinness World Record forthe most viral video ad of alltime. Ithas already racked up more than 50 million views on YouTube. But viral successis not the same as sales success, After the ‘Roller Babies’ ad was released in 2009, sales of the water brand, owned by the Danone Group, actually declined, accordingto Jonah Berger, a professor of marketing at the University of Pennsylvania, Forbes, a businessnews ‘agency, reported: ‘Inthe year the Evian ‘Roller Babies’ video went viral and attracted 50 million views, the brand lost market share and sales dropped 25%. The Evian brand continued to lose market share in the UKin 2013, but overall the Danone Group’s water business is growing. 3. Explain two possible reasons why sales of Evian water declined despite the apparent success of its online advertising, [8] 4 Discuss the importance for businesses of checking and monitoring the effectiveness of a prometional campaign. ho}