Theory and practice of advertising. MIEMP Witte

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Uploaded: 14.03.2019
Content: Кейс-задание 2.rar 339,3 kB


Situation 1 The company is going to launch a new brand of kvass. Having studied the market, the company came to the conclusion that the niche of premium kvass is unoccupied. That is, kvass in this segment is not represented at all. In terms of quality, it was decided to rebuild from competitors by creating unique flavors of the drink - with cumin and apple. In accordance with the material presented in Chapter 10: 1) Develop the brand name of this product using the following methods: association, historical roots, quotation, metaphor, oxymoron, fairy roots, hybrid. 2) Develop a slogan to advertise this product using the following techniques: rhyme, pun, opposition effect.
Offer your version of the slogan, developed without using the slogan development techniques. 3) Offer a celebrity character who can personify this product in advertising. Justify your choice.
Situation 2
The company is engaged in the production of ice cream. New brand of ice cream - popsicle popsicle. Glaze has different bright colors - orange, purple, red, etc. The main idea of ​​the promotion campaign is that ice cream is an instrument of flirting: giving an ice cream to a girl or young person means admitting sympathy to him. Segment - young people and girls aged 18 to 25 years.
1) Determine the artistic genre and develop the script of the commercial in accordance with the laws of drama (exposure, setting, development of action, climax, denouement, conclusions). Imagine the script of the video frame by frame (scene). Suggest a tagline on packshot.
2) Describe in your own words the conflict of the video and answer the questions:
- what does the hero want? (target action)
- why wants? (motivation of action),
- against whom actions are directed? (the essence of the conflict)
- from which side does the hero experience opposition? (conflict development)
- how does he overcome conflict? (resolution of the situation).
Situation 3
The city is home to 500 thousand women and 400 thousand men. The next series of the series “Cops” was watched by 50 thousand women and 150 thousand men. In the course of the series, 2 times showed advertisements of Ariel laundry detergent, 3 times advertisements for the construction of Macroflex foam and 2 times advertisements for the Adidas brand.
1) Determine how much GRP has collected the Ariel washing powder roller.
2) Determine how much GRP scored a roll of Macroflex construction foam.
3) Determine how much GRP has earned an adidas brand ad.


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