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1. The Marcom Challenge presented two advertisements regarded among the greatest in advertising history. These illustrations are very old and predate the birth of most readers of this text. From the years you have been aware of TV commercials, identify two or three campaigns that you regard as “great” advertising. 2. Early in the chapter when discussing the point that effective advertising must take the consumer’s view, the following quotation was presented: “Consumers don’t want to be bombarded with ads—they want to be inspired by ideas that will change their lives. Ads create transactions. Ideas create transformations. Ads reflect our culture, ideas imagine our future.” What, in your opinion, does this quote mean?


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