Actual world (AW), 97
Ad agencies, 130–131
architecting commercials as brand differentiators, 135–136
art directors as strategists in the making, 136
consulting firms, publicity images, 130–132
contemporary positioning through advertisements, 152–153
data collection, 132–143
delinking from product, 138–143
epilogue, 157–161
exhibition era for, 160
existential paradox, 143–145
global and emerging markets, 130
grey emphasis, 147–148
incumbents, 153–154
multishot attacks, 149–150
need for self-propagation, 150–152
new entrants, 154–157
prolonged use of anonymity, 145
pursuit of underlying context, 134–135
respective, 133
use of relatable characters, 145–147
variations in emotion chord, 136–138
Ad business, client-agency relationship in,
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