This preview shows page 1. Sign up to view the full content.
Unformatted text preview: 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 lovemarksSaturn Homecoming, Tide, Cheerios 3. Transcending the Clutter: Old advertising models are starting to break down and advertisers are pursuing new techniquesincluding product placementthat blur the boundaries between content and advertising. Significant terms, people and examples: commerce meets contentCastaway and Fed Ex, Absolut Vodka and Sex in the City, BMW short films, American Express...
View Full Document
This note was uploaded on 04/17/2008 for the course MC 2525 taught by Professor Song during the Spring '07 term at LSU.
- Spring '07