Contents

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Description

This paper answers the following questions on the case study –
1. How would you classify the creative strategy used in the V Pocket Rocket Campaign using the types identified in this chapter? Explain and discuss the benefits of such a strategy faced with the marketing situation of Frucor being last to launch its energy shot product?
2. Using the MECCAS model, explain to what degree Colenso BBDO’s campaign for Pocket Rocket might have fitted the various stages from conceptualization to leverage point?
3. Successful advertising campaigns that produce great results for their clients are usually the result not only of excellent creative ideas in terms of both message and media, but also clients who are willing to take risks. Describe and discuss what you believe was required of the client to agree to a campaign that was so different from any previously run.
4. Visit the Republic of V website. Discuss and comment on the ways in which it has used interactively to continue to engage the target market of V’s products, with competitions, games and giveaways. What criteria would you use for evaluating this site and how well you use them.