A message from ‘Sally Midoff’

After the Blackcaps play in the Cricket World Cup final on Sunday, you can be sure there will be a host of print ads congratulating or commiserating the team the following day, as there was when the All Blacks won the Rugby World Cup in 2011. But Ford has got in early with a full-page ad featuring in today’s Herald celebrating the glorious victory over the South Africans and warning Melburnian Mrs Mavis Madrigal to cover her gnomes and azaleas to protect them from flying round objects. 

All the sponsors of the Blackcaps will no doubt be basking in the reflected glow of the team’s success and there have been plenty of congratulatory messages from commercial partners on Facebook pages today (ANZ, a sponsor of the team and the tournament, is also offering tickets to the final as part of its Dream Big campaign). But constantly showing the same ads, as many of the sponsors have been doing, means they’re gradually tuned out, or reaching the same people, so, as the media multiplier effect shows, it’s often worth mixing it up and adding more context, which is one of the great strengths of print advertising, certainly makes it more interesting. 

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