ADV 318J Chapter 10 Notes

ADV 318J Chapter 10 Notes - 340 Ex. 10.1 - Mr. K, the...

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340 Ex. 10.1 -- Mr. K, the poster boy of creatives killed in the name of sales √ 340-3 gist of poets v. killers analogy -poets are creative and killers are clients-more specifically, the marketing and strategy trained managers from the client who wield the anything but aesthetic bottom line sword against poets creative prowess 341-2 the tale of Taco Bell and the Chihuahua -dog became an icon of advertising,but when sales slowed, the killers killed the dog. Head of agency thought taco bell made an error. President of taco bell resigned and agency canned. 341 Ex. 10.3 the poster pet of creatives killed in the name of sales -taco bell dog ctp 343 creating brands section -- review two paragraphs in this section carefully A brand has to have a creative force behind it, or it is dead or lost at sea . . . -brands are all about creativity - consumers and advertisers work together to create meaning for a brand , it is a process of social meaning creation eg 343 Ex. 10.4 -- Target advertising clearly focuses on the brand (see bullseye logo
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ADV 318J Chapter 10 Notes - 340 Ex. 10.1 - Mr. K, the...

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