california_milk_advisory_board_case.pdf (2.315 MB) This assignment pertains to the case California Milk Advisory Board on your text book web site. You need to study chapters 8 and 9 and the case to answer the following questions: 1. Consider the major selling idea in chapter 8. Briefly explain which of the approaches (unique selling proposition, brand image, inherent drama, and positioning) did the "Happy Cows" campaign use in their creative effort? (One page 10 points) 2. Chapter 9 discusses numerous ways that an advertising message can be presented (straight sell etc.). Briefly explain which of the presentation technique(s) does Happy Cows campaign follow (s)? (One page 10 points) california_milk_advisory_board_case.pdf (2.315 MB) This assignment pertains to the case California Milk Advisory Board on your text book web site. You need to study chapters 8 and 9 and the case to answer the following questions: 1. Consider the major selling idea in chapter 8. Briefly explain which of the approaches (unique selling proposition, brand image, inherent drama, and positioning) did the "Happy Cows" campaign use in their creative effort? (One page 10 points) 2. Chapter 9 discusses numerous ways that an advertising message can be presented (straight sell etc.). Briefly explain which of the presentation technique(s) does Happy Cows campaign follow (s)? (One page 10 points)