Term Papers on Bare Assets

Term Paper Title	Bare Assets
# of Words	534
# of Pages (250 words per page double spaced)	2.14

Bare Assets

01/09/04

Virgin Mobile USA’s latest ad campaign may prove to be more than they bargained for. According to Virgin, their effort showcases a half-dozen actors individually describing the vulnerability one feels in making a gift choice. As they make their presentations, their only "clothing" is a small box containing the Virgin Mobile cell phone. Virgin argues that the campaign, themed "The gift with nothing to hide," is intended to underscore the simplicity of Virgin Mobile service. While other wireless carriers have binding contracts and sometimes complex plans of free and costly minutes, Virgin Mobile's prepaid service is "honest and simple," charged Howard Handler, chief marketing officer, Virgin Mobile USA (Cuneo).

In regard to the logos aspect of the argument, Virgin has established the 14-24 age sector as their campaign’s target market. As the saying suggests and the ads literally depict, sex sells. Handler claims Virgin Mobile's "pay as you go" service offers young people the cell-phone equivalent of a key to their own car vs. rival cell-phone family plans that are the equivalent of Dad handing over the family car keys (Cuneo). "The young market is where all the upside is," he said (Cuneo). Apparently Virgin has geared its provocative ad campaign to its intended audience, but with little or no regard to the rest of the viewing audience. For instance, the campaign has drawn controversy from parents and conservatives alike, which has resulted in vast negative exposure as well as an active petition to ban the stark campaign ads all together. However, prior to launching the campaign, Virgin more than likely expected such...

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