Question: In the audio, Terry O'Reilly discusses Electronic Data Systems' (EDS) reinvention in 1999 by advertising during the Super Bowl. The television creative had nothing to

In the audio, Terry O'Reilly discusses Electronic Data Systems' (EDS) reinvention in 1999 by advertising during the Super Bowl. The television creative had nothing to do with the services provided by EDS. If you were a business decisionmaker, how would the ad placement and creative factor into your consideration of hiring EDS? 2. When Volvo chose to enlarge their campaigns to reach a larger B2B audience, they were challenged with a much smaller advertising budget than their competition. What do you believe about their creative and spokesperson choices? How would these choices allow for a point of differentiation in reaching what you see as their target consumers?

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