Logic & Magic in Advertising
Event Location:
Presenter: Joachim Bongard
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Topic: The Logic and Magic of Advertising
Time: Wednesday, September 26th at 9:00 am
Venue: Academic Lecture Hall
Presenter: Joachim Bongard
Lecturer Bio: Professor at the University of Applied Sciences of Design and Communication in Hamburg, Germany. He has worked as Director of Strategic Brand Planning and Brand Communication Consultant for Doka International Advertising Agency in Düsseldorf, Hannover and Hamburg for brands such as bp, Suzuki, Yamaha, Mercedes Benz, Audi and McKenzie.
Workshop Description: Professor Bongard's workshop is about logic and magic in advertising, which includes the definition of brand, the basic elements of brand and the functions of brand. The workshop will also discuss the challenges of modern advertising, the shortcomings of market research, and the application of consumer insights in advertising. The workshop will use two brands, old spice and Lurpak, to explain the importance of consumer insights.
English