As we discussed in class today, sales is not the only objective (or typically not even a great objective) of advertising campaigns. This is demonstrated in the attached story (see the link below). British multinational alcoholic beverage company, Diageo are doubling their advertising budget to promote safe driving messages. Have a look at the new campaign they have produced for Johnnie Walker. Clearly, it is not selling scotch. So what do you think might be the objective of this campaign? And wh...
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