Animals as Marketing Tools

Paper Summary:

This paper briefly examines the animal-centered approach of the companies, Fido and Telus. The paper describes the different ways that they use animals in their marketing campaigns. In terms of the aggressive promotion of animals and the success of both marketing campaigns, the paper suggests that both have been quite similar and wildly successful.

From the Paper:

"The Case of Animals as Marketing Tools: A Comparison and Contrast There seems to be a growing sense that high-lighting animals in sales promotions - specifically animals that are common-place household pets - is a marvelous way of tugging at consumers' heart-strings - and at their wallets. According to a recent study, pets now outnumber people 337.8 million to 290 million in the United States. Furthermore, nearly two-thirds of U.S. homes own a pet and roughly one out of three possess a dog or cat. In fact, there are 65 million dogs in American households (Nucifora para.1). "

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