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PersuadersVidGuide - The Persuaders Video Guide...

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The Persuaders      Video Guide     Correspondent: Douglas Rushkoff 1. Introduction : a high-concept marketing campaign for new low-cost airline Song. Significant terms, people and examples:  clutter, Andy Spade 2. Emotional Branding : The new approach to marketing today emphasizes not what the  product does but what it “means.”  Significant terms, people and examples:  pseudo-spiritual marketing, Douglas Atkin  and creating cult-like devotion, Kevin Roberts and lovemarks—Saturn  Homecoming, Tide, Cheerios 3. Transcending the Clutter:  Old advertising models are starting to break down and  advertisers are pursuing new techniques—including product placement—that blur the  boundaries between content and advertising. Significant terms, people and examples:  commerce meets content—Castaway and  Fed Ex, Absolut Vodka and Sex in the City, BMW short films, American Express 
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