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"It raises brand awareness in places where it hasn't been," he said.
Mr Rothenberg gives the example of a rich-media ad for Kraft, a food company, in which a yummy image raises brand awareness, a click reveals a recipe that increases consideration, another click provides coupons and yet another click initiates a game that can be shared with friends.
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In cultural branding, the logic Warhol raises, brands don't attain iconic status by delivering use value (washes whiter, cleans better, drives faster).
Many stunts are neither memorable nor big enough to raise brand awareness and boost sales.
Prada, Jimmy Choo and Samsonite all plan to float in Hong Kong to raise brand awareness in China.
Innocent is a good example of how a lively Twitter feed can raise brand awareness.
Aldo Gucci, the house's president, pushed into the American market with such pairings to raise brand awareness.
But she said guerrilla marketing efforts and videos could raise brand awareness, citing "The Real Bears" as an example.
"We worked very hard last year raising brand awareness, especially with agencies – what we call the Madison Avenue challenge.
The designer behind eponymous accessories label Danielle Foster says that catching the attention of bloggers is important for raising brand awareness.
Social media plays an increasingly important role for the retail sector in terms of raising brand awareness and influence.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com