Required Textbook : Advertising and Promotion: An Integrated Marketing Communications Perspective by George E. Belch and Michael A. Belch, McGraw-Hill Irwin. 9th edition)
Read Chapter 9 (“Creative Strategy: Implementation and Evaluation”). Discuss some of the various social and psychological states or needs that can be used as the basis for emotional advertising appeals. Find examples of ads that use social and psychological needs as the basis for their advertising appeals.
Read the case study “California Milk Advisory Board: Real California Cheese.” Why do you think the “Happy Cows” campaign that was developed to promote Real California Cheese has been so successful? What were the constraints the advertising agency had to work around in developing the campaign? How would you describe the personality that was created? What are the pros and cons of the advertising approach? Can the campaign be continued indefinitely? If not, how might it be changed or adapted?
(The things you will write will be posted on discussion board, so personal ideas are important)
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