The chapter opener discusses the new “LIVE MÁS” campaign for Taco Bell. Analyze the creative strategy for this campaign, giving attention to the type of creative appeals used as well as the advertising execution.
Answer to relevant QuestionsExplain the concept of transformational advertising. Find an example of a company that is using transformational ads and discuss how the ads might enhance the experience of using the product or service.Discuss some of the reasons why emotion-based advertising appeals are effective. Find an example of a company or brand that is using an advertising campaign based on emotional appeals and analyze its effectiveness.One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this ...Some media claim that advertisers should focus more attention to Readers per Dollar than CPM as a relative cost figure. Explain why they feel this way, and discuss some of the advantages and disadvantages with the use of ...IMC Perspective 11-1 discusses the popularity of ESPN and the high rights fees cable operators must pay for the network as part of their basic cable package. Do you think it is fair for households that are not interested in ...
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