STC 200 Lecture Notes - Lecture 1: Leading Edge, Shared Experience, Toms Shoes
6 Sep 2018
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To work, advertising has to be noticed, deeply understand and empathize with the consumer, and be on the leading edge of social change. Planner: member of the team who is an expert at working with information. To create and idea that changes people"s minds and hearts . Uses what we don"t know we don"t know. Nothing is so powerful as an insight into human nature . Brand analysis, market and business analysis, what makes people tick > strategic ideas that inspire and guide creative work. There"s a difference between research and account planning. Nd ways to learn what we don"t know we don"t know, not just what we know we don"t know. The borad formula for how a business is going to compete, what its goals should e, and that policies will be needed to carry out those goals and the.
