Adv 318j final

Creativity determines the outcome under message effect

• Baking
• Patint
• Geo-cashing

Tuba

• Writing
• F-ing with people

Musician

The strategic platform that guides the creation of advertising

Consumer's advocate in the process of creating a creative strategy brife; take lead in writing the creative brief& identify an insight

• times
• Helvetica
• Garamond

TV, Websites, iphones, shopping malls, elevators, airports, Youtube, jumbotrons

• are example of picture most tell a story
• The mother tongue of the brain is the imgae

• 1.Kids (e Trade)
• 2. Contry folks (VW, Lysol and American Gothic)
• 3. Animal (Buc-ee's, Comcast slow turtles, Burger King's subservient chicken)
• 4. Odd juxtaposition ("A bad haircut..." for a salon campaign)
• 5. Family relationship
• 6. Celebrities(7-11 radio commercials-must be careful of being dumb/offensive)
• 7. Characters(Little Ceaser's )
• 8. Parodies(Progressive's Flo"Moby Dick" parody, Mona Lisa in Prince ad for tomato sauce)
• 9. Outrageousness("Little Soldier" ad for vasectomy center, Old Spice's "oder blocker" ads, Outpost. com)

Target use it dataset, a computer model, timing and discretion to create brand loyalty among pregnant shoppers

Olive Garden

Something to be creative about-BB

Make you say"ah ha!" The task is not so much to see what no one else has seen, but to think what no one has though about something that everyone sees.

Bad e.g. Cannon "Man with snake twince around his shoulder

• Be Don juan, Not Dont Knotts
• Does it matter that you don't know
• no
• Target:50-64, high income

Repetition and visual

• Combo Campaigns" what your mom would feed you, if your mom were a man"
• McDonal's "heartsell" ad
• Consistency, repetition

• Example of generate Trust
• Great branding is great story telling

Position the Brand

Using Emotion

Does it fit

Use of incentive techniques that create a perception of greater brand value

• User participation will grow with digital/interactive media
• TV is everywhere; phones, tablets, etc
• Both of these are changing how advertisers approach TV

The website where a business provides current and potential customers with details on the brand

• 14 milion women play Bunco in the US, most of them middle-aged. 6/10 say their Bunco group influences purcahse decision.
• 70% of heartburn sufferers are women.

1 percent of all television households in an area who were tuned into the measured program

• Clutter
• Creative constrain
• short life
• Limited segmentation

• Leverage . Success is measured by media impressions.
• Authenticity is key

• 56% measured
• 44% unmeasured
• Unmeasured is slowly growing at the expense of measured due to ad dollar shift more to PR

• Fleeting message
• Poor attentive and attitude
• poor geography selectivity
• clutter
• High Absolute Cost

Advertising, branding, and entertainment are converging and collapsing on each other. hence branded entertainment.

Number/% of consumers in the audience that are exposed to an ad some minimum number of times.

• Cost per contact
• Coverage, frequency and repetition
• Creative
• Audience selectivity

Live improve Comedy from Second City via the internet that spoofs office meetings while featuring the product

• Search Engine Optimization
• Process where the volume and quality of traffic to a website from search engines is improved based on users' profiles

• Evolved from brand entertainment
• Great value of branded entertainment:DVR proof

• 1. fee-for-service
• New media options are blurring the lines between pr and advertising. News stories can be written by marketers
• Ad agencies have become leaner since being publicly traded
• Globalization. Media is no longer constrained by borders
• Free content online
• Consumer control of content
• Hyperclutter is an issue now that consumers can avoid it( TIVO)

• Creativity
• Audience interest
• Audience selectivity
• Long life

• Creativity
• Cost
• Credibility
• Timeliness
• Audience intrest
• Geographic selectivity

• the cost 1,000 members of an audience using a particular medium
• Cost of media buyx100/TOTAL audience

cost of media X1000/TARGET audience

Total mass of advertising delivered; gross number of messages /exposure opportunities in a given time

• 1 This type of advertising/IBP is growing rapidly
• 2. Generally works in a fundamentally different way. Consumers seek out the advertising and then interact with brand communication.

Sum of exposures to the entire media placement in the entire media plan

• Convience
• Change of lifestyle

• 1. Cost
• 2. Long lead time
• 3. Limited reach
• 4. Clutter

• Creative Constrained
• Chaos buying process
• Poor attention
• Fragmented Audiences

• 1Creating price orientation
• 2. Borrowing future sales
• 3. Alienating Consumers
• 4. Managerial Time/Expense
• 5. Legal consideration

30%

70%

Convey the benefit, highlight price information

• Timeliness and flexibility
• Creativity
• Target Audience Selectivity
• Reach and Frequency
• Cost

Used to reinforce a message being delivered via another media vehicle

• Continue to provide in-depth coverage local issues
• Take advantage of social networking
• Become more mainstreemin IBP
• Be accountable to advertisers

• Network
• Cable
• Syndicated
• Local

Use eccentric Casting

Harder

Plan for the before and after

when they are intefrated with other elements of an ad plane

entails the development and support of any entertaiment propoerty where a primary objective is to feature one's brand in an effort to impress and connect with consumers in a unique and compelling way

Consistancy

A headline must be relevant