ADV 3001 Chapter 4: Chapter 4 Notes
14 Feb 2019
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Document Summary
De ning strategy: strategy was originally a military term: a closely guarded secret, campaign was also a military term, overcoming obstacles. Identifying a disruptive strategy: disruption: distinctive, brand-changing. Dru"s disruption theory: disruptive strategies cross borders. Strategies outlast campaigns: a strategy can last for years, campaign springs from that strategy, evian"s t-shirt increases its engagement online. A strong strategy is single-minded, yet can encompass changes in its expression in the executions. How to write a strategy: describes how the objective will be achieved, begin with he word by . Draws on research in psychology and economics. Heavily in uenced by peer pressure: blink. Glimpsing an ad for three seconds could motivate a person to act if the strategy relates to their needs or aspirations. Physiological needs (hunger, thirst), safety needs (security, protection), social. Needs (sense of belonging, love), esteem needs (self-esteem, recognition, status), self-actualization.
