Much has tainted since promotion's 1950s heyday - the Mad Men age, when you can count the number of TV channels on advertisements and one hand was all about convincing and informing consumers. That model has been turned on its head: the most crucial conversations happen not between consumers and advertisers, but between consumers and other consumers today.
However, the author - who has worked since 1974 in advertising - argues that despite the wild changes, many of the essential lessons he learned on continue to endure. He supplies ten course of action that would have worked in the 1950s and can be used to produce marketing that is strong in today's McLuhanesque world. He describes these guidelines - which include 'cut through the clutter' and 'leave a lasting feeling' - in detail and illustrate how brands from Charles Schwab to Dove to Doritos have used them to productively take on consumers.
PUBLICATION DATE: September 01, 2011 PRODUCT #: ROT152-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Frito-Lay North America: The Making of a Net Zero Snack Chip
Buzz Marketing for Movies
Emergence of Default Swap Index Products
Compaq Computer Corp.–1995
Marketing at Wachtell Lipton Rosen & Katz
Colgate-Palmolive: Cleopatra
Channel Management
Mastering the ‘Name Your Product Category’ Game
Gree Inc.
Disrupting the Meat Industry: Tissue Culture Beef
