Lecture 4: How it really works.
Additions to the sheet notes:
- David Ogivly: a good campaign comes out of good research.
- Bill Bernbach: Logic and over-analysis can immobilize and sterilize an idea. It's like love the more you analyze it, the faster it disappears.
- The three secret ingrediants of a great campaing Im-Re-Gel: impact, relevance, Geloofwaardig (credibility).
- Three qualities to become a succefull advertiser: curiosity, stamina, upside down thinking
Important for the exam:
- Massclusivity: light buyers are more important than heavy buyers. The lecturer said that it was a good idea to make an exam question about this.
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