Chapter 10 - Chapter 10 - Creativity, Advertising, and the...

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Chapter 10 -- Creativity, Advertising, and the Brand (The content of this chapter is largely qualitative and impressionistic. Note that there are only two key concepts -- adapters and innovators.) 340 Ex. 10.1 -- Mr. K, the poster boy of creatives killed in the name of sales Pitted the poets against the killers; battle lines drawn around this campaign were so severe that ad agency types didn’t even want to talk about it. √ 340-3 gist of poets v. killers analogy Poets: the creatives from the ad agency: art directors, copywriters, graphic artists, etc. Killers: the marketing managers from the client who wield the anything but aesthetic bottom-line sword against the poets’ creative prowess. Just look at numbers and sales. The poets are the creatives from the ad agency who are dedicated to conceiving advertising that is emotionally engaging. The killers/marketing managers want sales and want the poets to talk about sales. Taco Bell dog is an example: from the client—the dog will last forever; from the agency—they never set out to create an icon for TB. The debate b/w killers and poets doesn’t center on unusual ads, it centers on the creative role of advertising. Killers say you must sell w/advertising and selling means giving consumers facts they can use to make decisions. Poets say you have to build an emotional bond b/w consumers and brands, and that process requires communicating much more than product attributes . 341-2 the tale of Taco Bell and the Chihuahua “Taco Bell Chihuahua is an adv triumph.” o Quote from client: “If we keep it exciting, it can last forever.” o Quote from agency: “We never set out to create an icon for the company, but that’s what it became.” o More stuffed dog toys sold than food. Sales slowed from 4% to 1%. o
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This note was uploaded on 03/19/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Chapter 10 - Chapter 10 - Creativity, Advertising, and the...

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