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Fallon Worldwide: Creating a Competitive Advantage with Creativity

Fallon Worldwide is an award-winning global advertising agency whose clients include Ralston Purina, Timex, and Rolling Stone magazine. Pat Fallon and his partners challenged the status quo and turned a corporate culture of respect, transparency, optimism, honesty, fun, resilience, and generosity into a competitive advantage. From creative to strategy to operations, a focus on creativity has been infused into every aspect of the agency.

This activity is important because the promotion decision process is useful when developing an advertising campaign. Like most advertising agencies, Fallon Worldwide goes through three steps in the development of its campaigns: planning, implementation, and evaluation. The goal of this activity is to demonstrate your understanding of how advertising campaigns are developed at Fallon Worldwide using the promotion decision process.

Click the button to watch the video. Then, answer the questions that follow.

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Fallon campaign managers suggested that Arbys implement a(n) ______ as one way of measuring the campaigns effectiveness. In this evaluation technique, two versions of the television advertising copy are created and the difference in effectiveness is recorded via checkout scanner data.

Multiple Choice

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