Notes 3-03-08 - Ad Clips I GOT MILK The Anatomy of a Big...

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Ad Clips I. GOT MILK The Anatomy of a Big Idea Compelling, ground-breaking Positioning II. TARGET SEGMENT NOT the milk lovers The “ milk with ” lovers III. BIG IDEA DEVELOPMENT 1/2 big idea - food and other 1/2 - milk deprivation Part research, part inspiration, mostly using a new, unique viewpoint. BEST ADS Humorous Relate to consumer Rational/ Emotional Conversational Chapter 15 Continued Media Decisions in Advertising Monitored Media - media by which there are research companies that measure exposure, such as newspapers, magazines, yellow pages, internet, radio, TV, outdoor media. Unmonitored Media - Usually used to support monitored media. Examples are direct mail, trade exhibits, cooperative advertising, brochures, coupons, catalogs, special events. Often results in a “call to action.” Major Advertising Media: Newspapers (declining in circulation, important for immediate things like store sales), magazines, radio, TV, outdoor media (great for reminder
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