week 10

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MKT 339 week 10:

Execution MKT 339 week 10

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Final step in the process Strategy > idea > execution Separates good vs. great advertising Different ways to get there Getting right people Craftsmanship

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All about connecting Can be strength of idea Nike, Dove Can be executional Casting Music Humor Performance Emotion, attitude Random

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Breaking through the clutter 300+ commercial messages /day (US) Finding the sweet spot NOT about being loud, outrageous, controversial “You don’t persuade people. They persuade themselves.” Importance of emotion vs. product features Storytelling

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Other media important Especially online, social Old Spice, Nike, Dove

Examples:

Examples Dove http://www.youtube.com/watch?v=SPFsa6FLvlg http://www.youtube.com/watch?v=XpaOjMXyJGk Asics http://www.youtube.com/watch?v=A6wHtxKwILM Smart Car http://www.youtube.com/watch?v=JcAp1ogn79g JG Wentworth http://www.youtube.com/watch?v=ZbGw3A9Dg-Q http://www.youtube.com/watch?v=cN9OKXtzHtE

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