The chapter discusses how the DDB agency was recently fired by Anheuser-Busch InBev even though the agency had created a number of award-winning advertisements for brands such as Budweiser and Bud Light. Evaluate the decision by AB InBevto dismiss DDB and hire a new agency given the excellent creative work it did for these brands through the years.
Answer to relevant QuestionsMany advertising creative personnel are opposed to focus groups research as they argue that they may inhibit the creative process. Discuss the problems, as well as the value, of using focus groups to evaluate advertising ...Advertising creativity is viewed as the ability to generate unique and appropriate solutions to communication problems. This definition suggests that a creative ad is one that is novel but also relevant or appropriate. Find ...Discuss the reasons marketers might use user-generated content (UGC) for an advertising campaign. Do you agree with the decision by Ford to rely on UGC for the advertising done to support the “Fiesta Movement: A Social ...Choose a current advertising campaign and analyze it with respect to the creative guidelines discussed in the last section of the chapter. Identify any areas where you feel the campaign does not meet the guidelines and ...As the media landscape continues to change, and advertisers shift more and more of their monies into new media, there are those who predict that some traditional media like TV and newspapers may not survive—at least in ...
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