MC4304-Ch.1 - Chapter 1 Strategies and Execution MC4304...

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1 Chapter 1: Strategies and Execution MC4304: Advertising Portfolio Emmeline Aguirre, MA Strategies vs. Execution Advertising explains facts. Benefits Reasons Chapter 1: Strategies and Execution MC4304-Advertising Portfolio Strategies vs. Execution Advertising is storytelling. Converts information into persuasive arguments Connects message to audience Presents the unexpected Chapter 1: Strategies and Execution MC4304-Advertising Portfolio
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2 Strategies vs. Execution Strategy Gaining knowledge about product Discerning which benefits to showcase and which to omit Positioning against competitors Determining the Unique Selling Proposition (USP) Chapter 1: Strategies and Execution MC4304-Advertising Portfolio Strategies vs. Execution Execution Responsibility of the creative department Translation of strategy message to make people identify with product, recognize its status and desire it. Creation of client’s identifiable look Chapter 1: Strategies and Execution MC4304-Advertising Portfolio Three Categories of Advertising Consumer: end user of product Institutional: investors, employees and society Business-to-Business (B2B) Chapter 1: Strategies and Execution MC4304-Advertising Portfolio
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3 Three Categories of Advertising Consumer Chapter 1: Strategies and Execution MC4304-Advertising Portfolio Three Categories of Advertising Institutional Chapter 1: Strategies and Execution MC4304-Advertising Portfolio Three Categories of Advertising Business-to-Business Chapter 1: Strategies and Execution MC4304-Advertising Portfolio
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4 Characteristics of Great Advertising “What makes a good advertisement?
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MC4304-Ch.1 - Chapter 1 Strategies and Execution MC4304...

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