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Breakthrough! by Steve LANCE, Paul KURNIT

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7

Fire Up the Engines

PAUL TEACHES advertising at the college level. Every year a new crop of students comes into his introductory course. Today’s students are all about social media. But when it comes to advertising, their knee-jerk reaction is that it’s all about TV commercials, print ads, and billboards. So Paul starts the class with what he calls the new media quiz. It’s about 30 questions long, covering everything from TV to texting to Tweeting and beyond, and asks them what media they use. Within the first 30 minutes of the semester, the expectations for how they should approach the subject matter for the next 14 weeks are dramatically altered. The quiz resets their mindset for consideration of a much wider world of advertising. It fires ...

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