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

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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
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