MKTG 3104H Lecture Notes - Lecture 10: Andy Spade, Delta Air Lines, Product Placement
6 Oct 2016
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The more messages created, the more needed to reach to consumer. The moment advertisement stops; consumers will forget you. Once you are in the game, you cannot stop. Song: part of delta airlines, more updated, eloquent, forged a connection with women. Turned to andy spade (co-founder of kate spade) By early 90"s, advertisement shifted from what the product did and to what the product meant: psuedospirtiual marketing. Now has to create and maintain the whole meaning of the product, not just the product itself. Find out why people join cults and apply that to brands. Spiritual branding has put pressure on ad agency because there are only a certain amount of big ideas to go around. Sacchi lost johnson and johnson: tylenol account (held for 22 years) Tide moved from heart of laundry to the heart of the family. Vast majority who have tried to make emotional connection with consumer has failed.
