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|Creation of [http://www.npr.org/programs/morning/features/patc/marlboroman/ Marlboro Man]||Creation of [http://www.npr.org/programs/morning/features/patc/marlboroman/ Marlboro Man]|
|+||[http://www.colbertnation.com/the-colbert-report-videos/260771/january-06-2010/alpha-dog-of-the-week---domino-s-pizza Alpha Dog of the Week - Domino's Pizza] [http://www.youtube.com/watch?v=AH5R56jILag Domino's® Pizza Turnaround] [http://pizzaturnaround.com pizzaturnaround.com]|
Revision as of 11:24, 16 July 2012
BUAD 886: Class Resource Page
Guest speaker link: University of Delaware
Topic 1 (7/17): Advertising is becoming increasingly fragmented, making it more difficult to build a brand. Discuss how the changing media landscape is affecting marketers' ability to develop brands.
Topic 2 (7/19): Brand advertising has a long run view, sales promotions are designed to stimulate sales in the short run. Discuss the pros and cons of these two promotional tools.
N. W. Ayer & Son First full-service advertising agency in the United States, est. 1869
Symbiotic relationship between media and marketer: Soap Opera
First internet advertisements
Freedom of Speech Harm versus offense
100 Leading National Advertisers 2012 edition index (online subscription required)
2006 - Geico commercial - Caveman at the airport Simplicity message GEICO Gecko and Otter Geico: 15 minutes can save you 15% or more on car insurance. Savings message. What is the brand, the message ? How did this brand develop with the use of the Gecko as a spokesperson ?
PepsiCo Overhauls Strategy Excerpt: PepsiCo Inc. is chopping 8,700 jobs and boosting its marketing budget by as much as $600 million in 2012 as it tries to overhaul a struggling U.S. beverage business that is losing ground to Coca Cola Co.
Uniqueness versus importance, for positioning.
Wells Fargo commercial 2012 (cultural symbol)
Brand increasingly determined by consumers, versus marketers, in digital age of C2C conversations. Makes social strategy key.
Classical Conditioning - Ivan Pavlov (Conditioning)
Creation of Marlboro Man