Notes - Single most important trait- commitment to one's...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Single most important trait- commitment to one’s craft Adaption and innovation theory- innovators Central position as the focus of conflict- creative Conflict between agency and research, all except - conflict between good and evil Tried and true way to retrieve brand names- repetition Humor and sex appeals are used to accomplish- instill brand preference To assess whether an objective has been accomplished, use attitude to measure the success Feel good ads instill brand preference by helping create- liking and positive attitudes If your objective is to create feelings/mood about the brand, the best method to achieve it is- transformational ads Slice-of-life ads used to- situate the brand socially Which is a strategic implication of a comparison ad?- help a low-shape brand through awareness Copywriters and are directors form the- creative team Which tool should the creative team use to emphasize brand claim (interpret ad)- headline
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

Notes - Single most important trait- commitment to one's...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online