To maximize their effectiveness, color cases should be printed in color. Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.
1- Carefully analyze the existing and proposed Mountain Dew ads.
2- How well does each ad leverage:
a. The brand’s historic equity
b. The consumers’ cultural understandings of the brand
c. The communications goals for this campaign?
3- Which ads would you invest in? Why?