Discussions To participate in the following discussions, go to this week's Discussion link in the left navigation.
When do you think a cognitive advertising strategy is most effective? An affective (emotional) strategy? Give a good example of each (see especially Chapter 7). Respond to at least two of your classmates’ postings.
Based on your reading, what would you say are the three most important rules of media buying? Justify your answers (see especially Chapter 8). Respond to at least two of your classmates’ postings.
Assignment To complete the following assignment, go to this week's Assignment link in the left navigation.
Select an existing product or service. In 2-3 pages, briefly describe its USP, create and describe four different executional frameworks using the same USP, and describe a fifth framework using a source (see especially Chapter 7). Submit the assignment to your instructor.
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