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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 48. Effective advertising is 90% what you say, 10% how you say it

Tremendous energy goes toward developing interesting advertising. Writers, art directors, producers, TV directors, editing houses, and music studios converge to produce 60 seconds of video. Sometimes the result is groundbreaking work, such as Apple’s “1984” spot introducing Macintosh. (The lone female runner hurdles her hammer toward the large screen depicting Big Brother). Sometimes it’s a misguided missile like Coca-Cola’s widely criticized campaign, which depicted nice moments (such as graduation) degenerating into an ugly fight over Coke.

All this activity (lighting sets, casting calls, scouting locations, and storyboarding) centers around the “how to say it” element ...

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