Pop go the Trojans.A team of students from USC An abbreviation for U.S. Code. placed third among 255 entries in a competition to create an integrated marketing campaign for Coke Classic, the flagship brand of Coca-Cola Co. The 50-person USC team was advised by Ken Wilbur, assistant professor at the Marshall School of Business The Marshall School of Business (also known as USC Marshall School of Business) is the business school at the University of Southern California. It is the largest of USC's 17 professional schools. The current Dean is James G. Ellis. . The project drew students from Marshall, the Annenberg School of Communications, the USC School of Cinematic Arts and other programs. The USC approach differed from most other schools, Wilbur said. First, they conducted a focus group to find consumers' latent Hidden; concealed; that which does not appear upon the face of an item. For example, a latent defect in the title to a parcel of real property is one that is not discoverable by an inspection of the title made with ordinary care. associations with the Coke Classic brand. The resulting insight was that most consumers were not allowed to drink Coca-Cola as children and their earliest memory of the brand came when an adult bent the rules and gave them a Coke to drink. The National Student Advertising Competition is organized by the American Advertising Federation The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. , a national trade group. The USC entry won the Southern California Southern California, also colloquially known as SoCal, is the southern portion of the U.S. state of California. Centered on the cities of Los Angeles and San Diego, Southern California is home to nearly 24 million people and is the nation's second most populated region, district competition before taking third at the national finals. Staff reporter Joel Russell can be reached at jrussell@labusinessjournal.com, or at (323) 549-5225, ext. 237. |
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