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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Creative That Cracks the Code
內容大綱
"What with ad-optimizing technologies and filter-defying product placement, search-based ad serves, real-time media bidding, and location-based features for mobile devices," the author writes, "it would be easy to conclude that advertising has flipped to all science and no art." But she highlights six campaigns to prove that advertising creativity will never cease: 1) Wonderful Pistachios, whose ads include memes such as YouTube's infamous Honey Badger and Secret Service agents partying with prostitutes; 2) Coca-Cola China, which created a TV-plus-smartphone game for the Hong Kong market; 3) Nabisco's "Daily Twist" campaign for Oreo cookies, in which members of the public nominated news pegs and company designers sculpted cookies to illustrate them; 4) Kia Motors America, whose ads are populated with anthropomorphic hamsters; 5) Marks and Spencer, which introduced "shwopping"-- a campaign with Oxfam to encourage clothing recycling; and 6) Neiman Marcus and Target, which teamed up on some merchandise, became the sole sponsors of ABC's drama Revenge, and then hired the cast to perform in five long-form commercials.