MKT 3421 (got 94% in the course)

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Department
Marketing
Course
MKT 3421
Professor
All Professors
Semester
Spring

Description
MKT3421CHAP1COPYDESIGNPROMOTIONPg2GOLDENAGEOFCREATIVITY50s60s70sFirstitwasaboutattributesspecificfeaturesnowfocusonBENEFITSAttributefactualpieceofinfosafetybaginacarBenefitwhattheattributedoeskeepsyousafewhatsinitformeRevelanceimpttoconsumersthatsmepersuasionisNOTabadwordShiftingconsumersattitudesthinkfeelaboutsomethingusingTRUTHFULcommunicationNowdidTHEMESTWISTEDCONVENTIONALTHINKINGinnewadsNEWLOOKSINMKTPLACEwhitespacedesignelementsbeingcreativerd3Screenanothergenerationincreativity3TYPESOFBENEFITS1FUNCTIONALPROBLEMSOLVINGbenefitsverybasicsafetyinacarcomfortinashoe2SYMBOLICbenefitofEGOenhancingfeelgoodsocialinclusionleatherseatsincarsmakesyoufeelhighclassjeansbrandmakesupfeelincluded3EXPERIENTIALPLEASURESEEKINGbenefitsjustfunpg4CONTROLLINGTHECREATIVEPROCESS1GETTINGTHEFACTSwhoaretheseppltargetmktwhatdotheylikedislikeunderstandtheproductgettoknowconsumersthinkofitFIELDOFEXPERIENCEunderstandtheproductmktyouredealingwithUnderstandwhattheirlifestylesarelike2BRAINSTORMINGWAPURPOSESHOWCASEBENEFITSconnectbenefitwconsumermkt3THINKABOUTCREATIVECONCEPTwhatsyourobjective4VISUALSTOREPRESENTTHECONCEPTCHAP15WORKWRESTOFTEAMSYNERGYwholeisgreaterthanthesumofitsparts6PRESELLINGYOURIDEA7SELLINGTHECLIENTneverwanttohearfromclientpg68GETTINGITRIGHT9CONTINUITY10SEEINGIFITWORKEDIMPACTresearchifitchangedpg10KNOWINGTHERULESWHENTOBREAKTHEMAdvertisingisaBUSINESSbottomlineHavealotofcrazypplthoughDontforgetthebottomlineRETURNONINVESTMENTRETURNONEQUITYROEintangiblevalueofabrand
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