COM 107 Lecture Notes - Lecture 5: Strategos, Technological Revolution
13 Sep 2016
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Document Summary
Strategy: from the greek, strategos, meaning generalship , the art of devising or implying plans in pursuit of a goal, a careful plan or method. What are a general"s concerns: the battlefield itself- its terrain conditions, the nature of the adversary- strengthens, weaknesses, habits, tendencies, history, his/her own army- size skills, organization, assets, strengths/weaknesses, history, weaponry, objective: defend, attack, diversion etc. Advertising: from the latin ad vertere meaning to draw attention to . Attracting attention is easy: making it meaningful to the brand is harder. We"ve just defined the central dilemma an advertising person faces: how to produce disruptive, original, attention-getting creative work, how to ensure it has a strategic foundation aligned with the brand"s current meaning, its ambitions and the customer"s needs. It requires a unique cast of mind or combination of minds or manage this dilemma: encourage and appreciate bold, provocative creative work, defend the brand"s strategic interests and integrity.
