CASE ANALYSIS NOTE Mountain Dew: Selecting New Creative Analysis: History of Mountain Dew advertising: 1. It was introduced in 1940 and didn’t have any brand history or specific culture. 2. Advertising was handled by Ogilvy and Mathers before being Assigned to BBDO in 1973. 3. The drink hit it off in the rural areas of the US‚ mainly on the Eastern seaboard and into the Northern plains of Minnesota and the Dakotas 4. Campaign themes over the years when different ads were
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Ural Mountains David Bennington Bennington 1 Mr. Macintosh Environmental Science CP9 HR. 5 1/6/96 The Ural Mountains are a rugged spine across Russia‚ running 1‚300 miles from the fringe of the Arctic in the North‚ to the bend of the Ural River in the South. Traditionally they form a boundary between Europe and Asia. The north- south course of the Urals is relatively narrow‚ varying from about 20 to 90 miles in width‚ but it cuts across the vast latitude
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6/03/13 Thinking 1. What is a thought? An idea or opinion produced by thinking or occurring suddenly in the mind: "Mrs Oliver’s first thought was to get help”. Thought generally refers to any mental or intellectual activity involving an individual’s subjective consciousness. It can refer either to the act of thinking or the resulting ideas or arrangements of ideas. Similar concepts include cognition‚ sentience‚ consciousness‚ and imagination. 2. What do scientists say? As scientists
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Art History Cross in the Mountains Caspar David Friedrich - 1774 - 1840 Caspar David Friedrich was a melancholic‚ sensitive and devout 19th century German artist of the Romantic style. Friedrich was born into a strict Lutheran family in Greifswald‚ Pomerania‚ on the Baltic coast of Germany and experienced tragedy at a very early age. Friedrich was the sixth child from a family of 10 children and by the time he turned 13‚ he had lost his mother‚ a sister‚ and saw one of his younger
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Analysis Mountain Dew Background : Mountain Dew was invented by the Hartman Beverage Company in Knoxville‚ Tennessee in the late 1940s. The drink became a favorite on the Eastern seaboard‚ through Kentucky‚ Tennessee‚ and eventually spread up through the Great Lakes states (skirting the big cities) and into the Northern Plains of Minnesota and the Dakotas. PepsiCo originally assigned Mountain Dew to the Ogilvy & Mather ad agency. In 1973 PepsiCo assigned the brand to BBDO‚ its agency of record
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Mountain Dew Case 1. Based on the case facts - how is Mountain Dew positioned as a brand? What was the role of creative execution/creative concepts in managing the Mountain Dew brand? • Mountain Dew used to be positioned as the hillbilly soft drink. Mountain Dew is positioned as a brand of soft drink for a person who embraces excitement‚ adventure and fun. As said by its positioning statement‚ “ To young‚ active soft-drink consumers who love adventure‚ Mountain Dew is the soft drink that gives
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Mountain Dew: Selecting a New Creative 1. What are the decision filters used by brand managers to evaluate brand communications? Mountain Dew is finding for a good branding strategy and new concepts as part of improving its brand position in the competitive market with their most appropriate decision. choose the right and creative advertisement that gives the maximum impact of Mountain Dew with their relatively limited media budget to improve their sales and profit. Some of the challenges
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Extended Journal 2 Love stories are often common features in many tragedies‚ but one unique film is Brokeback Mountain which tells the story of two cowboys‚ Jack and Ennis‚ who fall in love. The viewers witness two men gradually develop their relationship and watch the men face the struggles of being in love with one another during this time. The two men start off as two young men looking for work. While working together their relationship slowly develops and the men fall in love. Ennis is hesitant
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Mountain Bikes It has been a decade in the making‚ but the mountain bike has become a passion for many people. Along with this passion it has also become the most environmental way to get from point A to B. It has gone through a very intense evolution process over the past decade. It all started with some guys from California who took their bikes out for a ride on their day off‚ they modified their bikes and turned a hobby of theirs into a worldwide phenomenon. The mountain bike’s rapid increase
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King Leopold II of Belgium was a manipulative ruler who created injustices in the Congo Free State. Many missionaries and young idealists traveled to Africa for adventure but unexpectedly found themselves amidst a holocaust. Despite the many African rebel leaders’ attempts to stop King Leopold‚ over ten million Congolese people were killed. Henry Morton Stanley was able to acquire the land so easily because there was no established military in place‚ and because he would deceive the indigenous
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