ADV 318J Chapter Notes - Chapter 10: Under Armour
Document Summary
Objective #9: leverage social disruption and cultural contradictions. To leverage disruption and cultural contradictions in society to the brand"s advantage, get consumers to see the brand as a way to resolve these tensions and contradictions. Many advertisers deny the existence of major social disruptions, worry that the brand will become associated with an unpleasant event. Method #1: tie brand to social/cultural movement. Hard bc they must be culturally attuned enough to know in the present what various target marketers are conflicted about and how to offer a brand as a solution, even a partial one. Seeing cultural disruptions before it it obvious to everyone. To create a feeling, image, or mood about a brand that is activated when the consumer uses the product or service. Creative positive memories of the brand before the consumer has even used the brand. Connect experience of ad to brand experience, consumers cannot help but think about the ad when they think about the brand.
