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Other forms, as illustrated in the film Merchants of Cool, include people employed by ad agencies spending time with teenagers in the target demographic age group and getting to know what they think is "cool" and why. Ty Montague, in an MIT conference on advertising trends, said there are currently two competing models of communication being applied by advertisers: the monologue approach, a one-way communication model that he said has dominated advertising for the last 50 years and is now in decline; and a two-way model of communication, seeking to establish a dialogue with consumers, which Montague called "participative" advertising...
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Ty Montague, in an MIT conference on advertising trends, said there are currently two competing models of communication being applied by advertisers: the monologue approach, a one-way communication model that he said has dominated advertising for the last 50 years and is now in decline; and a two-way model of communication, seeking to establish a dialogue with consumers, which Montague called "participative" advertising...
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cool:
How To Be Cool 32
Merchants of Cool
Are Blacks Too Cool For The We
Can Hot tea really cool you down
I'm So Cool
Music Is Cool!!!
The Merchants of Cool
Cool
you are cool!
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Current Advertising Theory
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How To Be Cool
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