answer p3-1 and p3-2 each queation should be a full page

HANDS-ON CASE Creative Coffee Wars Brewing How many ads do you think you see in a day? Estimates vary wildly, running from a few hundred to several thou- sand. Although there seems to be no authoritative answer, you can safely assume it's a lot. Advertising is ubiqui- tous. It's everywhere, from logos on golf balls to product placements on television and place-based advertising on your phones. You see it on T-shirts and in magazines and even on the sides of buildings and in video games. In this message-filled world, it's a challenge to stand out from the competition. But some manage to stand out with outstand- ing creative. In Part 3, we said that coming up with radical brand ideas calls for strategic and creative thinking, and McDonald's cam- paign to promote its McCaf coffee proves that point. Starting with a great concept and using the advertising tools of words and pictures, McDonald's launched its premium coffee in Seattle, Starbucks's hometown. The strategy involved recog- nizing a core value of Washingtonians, their affinity for the unpretentious, to challenge the coffee elitism represented by its arch-competitor. Expanding this simple idea, McDonald's agency, DDB West, labeled McCafe's coffee "unsnobby" and created a campaign that touched the hearts and minds of consumers. It created memorable traditional outdoor transit signs and billboards proclaiming. "Large is the new grande." Another example, an outdoor tease, featured coffee beans scattered across the board. The outdoor reveal later showed the iconic McDonald's web microsite also played a part in the cam. paign. It invited visitors to get involved with the unsnobby theme by sending a coffee intervention in the form of a personalized Mad-Lib type of message to a friend. People could also play a game of HotShot Pinball on its site. While there, why not peruse the coffee menu? The site is simply a couple of engaging activi- ties and a list of drinks. Need it be any more elaborate if the message is about a simple drink? One element of the campaign included a 12-foot-tall inflat- able coffee confessional housing McDonald's version of Dr. Phil, the Unsnobby Advisor, who dispensed advice in the form of "unsnobby" personal interventions. What was Starbucks lovers' reaction to the coffee clash? Some bloggers claim the website was a waste of time. Others complained the campaign was anti-intellectual. Can people who like jazz and speak a foreign language still like McCaf, or are they, as McDonald's suggests, all snobby Starbucksonians? In all, the campaign succeeded in getting people in the heart of Starbucks country to try McDonald's McCaf, overdelivering the trial goal by 173 percent. The campaign has since been rolled out nationwide with promising results. MarketWatch described the McCaf line as a cash cow for McDonald's The coffee wars have heated up, with competitors such as Starbucks, Dunkin' Donuts, and other fast-food chains entering the fray. "M" formed from the coffee beans and simple copy: "now serving espresso." No more fancy names or knowledge of foreign languages required. Consider This P3-1. It's easy to see how McDonald's used words and pictures in some of its traditional advertising, like billboards. and pictures to extend the unsnobby campaign for Create a billboard to illustrate how you would use words McDonald's. P3-2. How does the McDonald's campaign make a relevant connection with its audience and sell its coffee in an unexpected way