Adv 318 j lecture

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Anonymous
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249965
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Adv 318 j lecture
Updated:
2013-12-01 10:16:42
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Advertising
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  1. Communicate with shopper.__time really important
    Timing
  2. Target's Pregnancy Prediction Model
    • 1. Guest ID number
    • 2. Predictive analytis computer model (25 categorial model)
  3. Critical Problem of Target's Pregnancy Prediction Model
    • 1. How are pregnant women going to react when they suspect Target know?
    • There is something Creepy here
    • 2. Potential PR disaster
    • 3. Research reveals bad reactions
    • 4. But if discretion is used, it works just fine.
  4. Conclusion of Target's Pregnancy
    Target use its datasets, a computer model, timing and discretion to create brand loyalty among pregnant shoppers
  5. Royal Caribbean Cruise Line
    • 1. Only 4 market: Boston, NY, Chicago, Philly
    • 2. Jan and Feb
    • 3. Weather Channel
    • 4. Keyed to weather
    • 3-inche
    • -20 degree
    • -icy
    • 5. Elevator spots=4th screen.  (TV, computer, mobile, public space)
    • 6. Aol's travel area + weather.com sites.
    • 7. Excellent IBP example of a targeted and localize strategy.
  6. Columbia Sport IBP campaign
    • 1. Gert Boyle Sopkesperson 24 years
    • 2. Critical branding issues ($1200 for light jacket)
    • 3/ Strateg:reverse relevant, antispokersperson
    • 4. Wim Hof: The anti spokeperson
    • 5. Branding is about story telling
    • 6. Brand message are in competition with all other content options
    • 7. Wim=chance to create buzz, cool image
    • 8. PR event+ earned media
    • 9. Ads
    • 4 million views on youtube
    • seeded videos
    • Created FB tab, twitter handle, Youtube channel
    • Core magazine
    • Pre-rolls ads in Hulu, CBS, Fox
    • FB caption contest to engage target.
  7. ___=The ability to take know facts, sound and objects and place them together in new and effective combination
    Creativity
  8. Creativity=___ in communication
    X factor
  9. Great Advertising required ____
    RISK
  10. Where do creative ideas come from
    Full, Rich life experience
  11. A culture of others
    • Nicoke Karalekas( Baking and painting)
    • Jarrod Higgins(Tuba)
    • Darcie Barell (Writing and fucking with people)
    • Dave Allen (Musician)
    • Haley Goggin land a job ( Ski bum and professional)
  12. Truths about creative process
    • Quality ideas comes from a large quantity ideas
    • Experiences builds confidence and perspective
    • Work environment is important stimulate creativity
    • Break up work with play
    • Success requires optimism, determination, patience, joy and coping with fear and doubt.
  13. William Shakespeare
    • Inordinate universal human behavior into his play
    • His play have fundamental true about human behavior that will never change
    • Do you have to be from Elizabethan England to appreciate Shakespears? NO
  14. William Bernbach
    • Identify some principles to creative advertising
    • Lead to "creative revolution" in advertising
  15. Universal Principal of effective Communication
    • 1.Think different
    • 2. Simplicity=kiss
    • 3.Specificity
    • 4.Believability
    • 5.Relevance
    • 6.Find a Unique Selling Prosposition
    • 7. Consistency
  16. Universal Principal of effective Communication
    Principle #1 Think different
    e.g. Steve Jobs to Apple 1997 commercial (people who are crazy enough to think they can change the world are the ones who do)
  17. Traditional Ads Layout
    • 1. 2/3 picture, 1/3 Copy
    • 2. 2 Copy blocks
    • 3. A headline
    • e.g. Land Rover ad
  18. Gertrude Steiny
  19. NO.2 Gray
    NOt creative one
  20. Truck Commercial all are the ___
    same
  21. different ads for truck
    Chevrolet Trucks
    • Lassie(TV series)
    • In the Ads, Chevrolet trucks play lassie's role (Field of experience)
  22. VW ad philosophy
    • 1. simplicity
    • 2. Specificity
    • 3. Believability
  23. Principle # 2 Simplicity=Kiss
    • Simple is easier to remember, faster to communicate
    • The ad time example of KISS principle is
    • "Lincoln's Gettysburg Address
    • Lincole spoke less than two min
    • Edward Everett spoke two house
    • Tennis Ball Analogy:Communicate one idea is way more easier than two
    • Got Milk? Dog Rule by Pedigree, Google Home page, Charles Schwab Commercial(Bank)
  24. Principal #3 Specificity
    Hilton:Want people to reuse their bathroom towel
    Test 3 messahe

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