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1. One requirement for effective advertising is the ability to break through competitive clutter. Explain what this means, and provide several examples of advertising methods that successfully accomplish this. 2. Select a magazine or newspaper advertisement, and apply the MECCAS model to interpret the ad. In other words, describe what you consider to be the ad’s value orientation, its leverage point, and so on. 3. Explain the differences between the USP and brand image creative styles, and indicate the specific conditions under which each is more likely to be used. Provide one illustration of each creative style, using examples other than those used in the text.



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