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DCCaB Session 8

DCCaB Session 8

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Published by: charu.chopra3237 on Apr 11, 2011
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04/11/2011

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DCCAB SESSION 8
y
 
executive
 
y
 
Comp
etiti
on
y
 
S
trategists
 
y
 
An
alysts
 Fo
ur
 
variables
 
i
n
a
n
y
d
elivery:
 
li
n
e,
 
le
n
gth,
 
s
p
ee
d
,
mo
ve
m
e
n
t
 
y
 
Bow
li
n
g
 
strategy:
 
righ
m
ix
 
y
 
C
ha
n
ge
 
a
n
y
on
e,
 
results
d
iffere
n
t
 
y
 
G
ood m
ix
d
eter
m
i
n
e
d
by
 
g
ood
varia
 F
ra
m
e
wo
rk
 
o
r
 
a
n
alyzi
n
g
 
strategy
o
 
a
n
a
d
y
 
F
aster
 
y
 
Con
siste
n
t
 
y
 
Ad
ha
d 2
as
p
ects:
 
creative
(
h
ow)
a
nd
strategic
(w
hat
)S
trategic
 
as
p
ect
o
 
a
n
a
d (w
hat
)
:
 
tech
n
ical
 
as
p
ects
 S
trategic
m
ix
 
y
 
P
r
opo
siti
on
o
 
F
u
n
cti
on
al
 
o
 
Emo
ti
on
al
 
o
 
S
elf 
 
ex
p
ressive
 
y
 
T
arget
p
ers
on
o
 
D
e
mo
o
 
P
sych
o
o
 
behavi
o
ral
 
y
 
T
on
ality/
P
ers
on
ality
 
y
 
R
eas
on
t
o
believe
 
The heart of an ad: the proposition
y
 
T
he
 
reas
on
give
n
by
 
a
 
bra
nd
t
o
a
 
c
on
su
m
er
 
o
r
 
selecti
n
g
 
it
o
ver
o
thers
 
y
 
A
ls
o
k/
w
the
 
be
n
efit
o
r
 
the
 
e
nd
be
n
efit
o
r
 
the
p
r
om
ise
 
y
 
O
fte
n
exaggerati
on o
 
the
p
r
om
ise
 
Types of Proposition
y
 
R
ational:
 
l
o
gical,
p
ractical,
mo
stly
p
hysical
 
be
n
efits
 
o
 
W
ashi
n
g
powd
er:
 
clea
n
s
 
stai
n
s,
w
hiter
w
ash,
 
safe
on
c
o
l
o
rs,
 
kee
p
s
 
cl
o
thes
 
s
o
ft,
 
ge
n
tle
on
ur
 
ha
nd
s
 
o
 
2 w
heelers:
 
fuel
 
ec
onom
y,
pow
er,
p
ick
 
u
p
,
 
g
ood
l
oo
ki
n
g
 
y
 
Ad m
ay
 
have
mo
re
 
tha
n on
e
p
r
opo
siti
on
y
 
T
o
u
nd
erli
n
e
on
e
 
is
 
critical
 
s
o
as
 
t
o m
ake
 
a
 
clear
 
a
nd
str
on
g
po
i
n
t
 
 
y
 
M
ulti
p
le
p
r
opo
siti
on
s
 
o
 
L
et
 
u
d
iffere
n
tiate
 
o
 
W
ith
o
ut
 
getti
n
g
 
a
w
ay
 
fr
om
c
o
re
 
categ
o
ry
 
be
n
efit
(mo
stly
own
e
d
by
 
s
om
e
on
e
 
else
)
y
 
Em
otional:
 
h
ow
bra
nd m
akes
m
e
 
feel
 
o
 
H
a
pp
y,
 
c
on
fi
d
e
n
t
o
 
succee
d
i
n
g
 
etc
 
etc
 
y
 
S
elf expressive:
 
h
ow I
a
m
see
n
by
o
thers
o
r
 
h
ow I
see
m
yself 
 
o
 
Coo
l,
C
hille
d o
ut
 
o
 
W
ith
 
it,
 
ha
pp
e
n
i
n
g
 
o
 
I
rreleva
n
t,
 
fu
nn
y
 
o
 
In
tellige
n
t,
p
rag
m
atic
 
o
 
C
ari
n
g,
 
se
n
sitive
 
o
 
A
rrive
d
i
n
life,
 
successful
 A
c
om
bi
n
ati
on o
 
the
 
three
 
c
o
ul
d
be
 
a
 
g
ood m
ix
 
but
2 0
r
mo
re
o
 
the
 
sa
m
e
 
ti
m
e
o
p
r
opo
siti
on m
ay
 
start
 
clashi
n
g
o
r
m
ixi
n
g
 
u
p
 
DCCAB SESSION 9
E
arly
 
c
omm
u
n
icati
on m
aybe
 
o
cuse
d on
e
mo
ti
on
al
 
layers
 Do
es
 
g
ood
if 
 
its
 
a
n
e
w
t
o
the
wo
rl
d p
r
opo
siti
on o
r
p
r
od
uct
 Emo
ti
on
al
 
layer
 
a
dd
e
d
,
mo
re
 
effective
 
es
p
ecially
 
as
 
the
wow
fact
o
r
o
 
the
 
rati
on
al
p
r
om
ise
w
ears
o
ff 
 In
s
om
e
 
categ
o
ries
 
self 
 
ex
p
ressive
 
is
 
the
mo
st
dom
i
n
a
n
t
p
r
om
ise
 
Target Audience
W
h
o
is
 
it
m
ea
n
t
 
o
r
 
y
 
O
fte
n
c
o
re
 
as
p
ect
o
 
strategy
 
y
 
M
a
n
ifeste
d
clearly
 
i
n
c
omm
u
n
icati
on
y
 
C
learly
 
evi
d
e
n
t
I C
a
d
bury
po
rtf 
o
li
o
strategy
 
o
 
P
erk-
 
y
o
u
n
g
 
a
d
ults
 
o
 
T
e
mp
tati
on
s-
 
a
d
ults
 
o
 
D
airy
m
ilk-all
 
o
 
G
e
m
s-ki
d
s
 O
fte
n
the
 
eff 
o
rt
 
is
 
t
o
cha
n
ge
p
erce
p
ti
on
ab
o
ut
w
h
o
is
 
it
 
acce
p
te
d
by
 
T
on
ality
 
T
on
e
o
 
v
o
ice
 
i
mp
arts
 
the
 
bra
nd
a
p
ers
on
ality
 A
shift
 
i
n
a
d
s
m
ere
 
t
on
e
o
 
v
o
ice
 
ca
n
have
d
ra
m
atic
 
effect
 p
e
p
s
od
e
n
t
C
l
o
se-u
p
R
ati
on
al
12
h
o
ur
 
G
er
m
fighti
n
g
F
resh
 
breath
 Emo
ti
on
al
(
L
on
g
 
lasti
n
g
p
r
o
tecti
on o
 
teeth
)
reassura
n
ce
 (C
l
o
se
n
ess/b
ond
i
n
g
)
c
on
fi
d
e
n
ce
 
i
n
a
n o
ther
w
ise
d
ifficult
 
situati
onS
elf-ex
p
ressi
on C
are
 
free/c
on
fi
d
e
n
t
(mo
ther:
I
a
m
i
n
c
on
tr
o
l
 
but
I
a
m
frie
nd
ly
)(Empow
ere
d
,
 
c
on
fi
d
e
n
t
) mod
er
n
,
 
y
o
u
n
g
 
TG
mo
thers
Yo
u
n
g
 
a
d
ults
 
T
on
ality
Ind
ia
n m
i
dd
leclass,
p
reachy
C
hik,
 
urba
n
,
 
y
o
u
n
g,
d
rea
m
y,
 
fa
n
tastical
 
R
eas
on
t
o
believe
 
G
er
m
i-check
 
o
r
m
ula
mo
uth
w
ash
 
H
I
PP
O A
L
IVA
R
ati
on
al
 
M
EN
T
IONED ON
PKG
I
G.
S
P
ICY
,
YE
T
 
H
EA
LTH
YEmo
ti
on
al
NAU
GHT
INESSS
elf-ex
p
ressi
on EA
T
 
H
I
PP
O ANDB
R
IN
G
 
P
EACE
T
O
TH
E
W
O
RL
D
TG
EVE
R
YBODY Yo
u
n
g
 
,
U
R
BAN
,
 
W
O
RK
IN
G
 
a
d
ults
 
T
on
ality
 
H
U
M
OU
R
 
/
 
H
Y
P
E
R
EXA
GG
E
R
A
T
ION U
R
BAN
,
U
PP
E
R
C
L
ASS
,
 
W
ES
T
E
R
N

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