'Rosser reeves' diaporamas de présentation

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Chapter 11

Chapter 11. The Creative Side of Advertising. Lotus Brand Campaign (1999). $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost awareness of the Lotus brand as a whole (rather than simple product-focused ads)

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Message Execution & Creative Insights

Message Execution & Creative Insights. MKT 846 Professor West. Agenda. Continuation with Message Execution Turning a strategic plan into a creative campaign Where do break-through ideas come from? Approaches for creative inspiration: Unique Selling Proposition Brand Image

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??? ????? USP?

??? ????? USP?. ?????? USP (Unique Selling Proposition, Unique Selling Point) ????????? 1940- ?? Rosser Reeves of Ted Bates & Company ????????????? ??????? ??????? ??? ??????? ????????? ?????? ???? ????????? ????????? ??????????, ? ?????? ???

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Unique selling proposition

Unique selling proposition.

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