Advertising Exam #2
William Espey (Chipotle) - what is the genus of Naivete?
idiot > savant
Positioning - Segment by Usage
ex: secret (deodorant) only for women
How must design be changed to adapt to sustainability?
designers have to think about how products are sources, as well as address the larger question of selling so much to the 10% of people who don't need these goods. Designers have to use materials for their function AND sustainability
How is the idea of form function changing?
in the past, design was created to look like the item designed would perform its function; now we look at some products and are not sure what action they will perform (such as smartphones, the stylish vacuum cleaner)
Consumer Pathway - Involvement
increase emotional engagement before purchase - advertising, cause related marketing, events, PR
Consumer Pathway - Advocacy
increase positive conversation and recommendation - public relations, social, events, cause marketing
How does PR change the control versus impact model?
increasing the impact of a message by minimizing the appearance of 'control' of the message - PR finds a spot right in between impact and control of a message
What defines good design?
innovative, clear, aesthetic, useful, honest, unobtrusive, long-lived consistent
Where Good Ideas Come From - what is exaptation?
when something is developed for a specific use, but it is then hijacked for a completely different function
More Beautiful Question - what is the definition of a "beautiful question"?
an ambitious yet actionable question that can begin to shift the way we perceive or think about something - and that might serve as a catalyst to bring about change
How is PR different than advertising?
it PERSUADES the public, investors, partners, employees and the other stakeholders to maintain a certain point of view about it, its leadership, products, or political decisions
Consumer Pathway - Awareness
launch a product, communicate a belief, tell of an event, advertising and public relations (EXAMPLE: Dollar Shave Club)
Where Good Ideas Come From - how does exaptation add to the process of innovation and ideas?
exapations allow for other free flowing ideas to connect and grow. A tool made for one purpose turns our to be good at another purpose; allowing more creative doors to be opened
What are the three main types of PR? Be able to identify them from examples
1. Brand Spokesperson (celebrities, athletes, politicians) 2. Industry-Specific (food, fashion, product) 3. Public Affairs (find example) 4. Internal Communication (skittles political controversy with Donald Trump)
Why is the integration between messages within the pathway important?
the pathways (events) ties in the brand, which creates ties in the voices of the messages - integration is required for a strong brand
William Espey (Chipotle) - what defines a brand?
their values as demonstrated through their actions - educate people where their food is coming from - actions speak louder than words
Where Good Ideas Come From - what is a weak-tie exaptation?
they allow information to travel throughout a network more efficiently - it is the lesser importance on your influence of decisions, but still has an effect of the choices you make (ex: linkedin) - gives a more diverse perspective because there is a bigger social network to develope new ideas/opinions - changes who you are as a person, and make you more YOU (ex: coming to college is where you gain weak-tie exaptations: ethnic, economic, regional backgrounds)
How do designers think?
they are curious, think outside the box - but also inside the box, tolerate ambivalence, they produce, take risks
Where Good Ideas Come From - mutation, error and serendipity work together in what way?
they work in a way to produce expectations - in the biological world, there are traits optimized for a specific purpose, but is then given to other species for a completely different purpose (ex. a feather adapted for warmth is exapted for flight)
More Beautiful Question - how are questions different than answers? why are question more valuable?
to get the best answers, we have to ask the right questions - questioning is the critical starting point of problem solving innovations - questions spark imagination + help us understand challenges (EX: steve jobs + Jeff Bezo asked questions)
Positioning - Leadership
brand communicates that they are the leader in a certain group - ex: nike, apple, google: they never have to say their product is better
What is a holding company?
a company that buys and possess the shares of other companies, which it then controls - ex: legos - starwars
More Beautiful Question - how do questions impact creative thinking?
questions (through inquiry) can help find new opportunities - lead us towards solutions + creative backgrounds
William Espey (Chipotle) - What two economic prionciples does chipotles success illustrate?
1. transcendental motivation 2. FIND THIS SHIT
Jose Miguel Sokoloff Ted Talk - when did the peaks of violent guerrilla warfare in colombia occur?
50 years ago
Consumer Pathway - Consumption
improve the user experience - how the product comes (packaging: apple, victorias secret) - product/service (communication that goes along with it)
Will Geddes - what is the basic process of a design project?
- create a foundation for thinking, core values, emotional value, and what are the attributes - purpose, audience, value, promise, feelings you want audience to have about a brand - first round of design - take all those things, make it into multiple designs - present to the client, let them decide which best represents their brand - put the design in action, web design, packaging, letterheads, etc..
Definition and benefits of the different marketing communication choices
1. Advertising - develop and manage the brand communication for marketers (ex:) 2. Public Relations - building advocacy and relationships (ex: Snapple in manhattan and the popsicles all melting) 3. Sales promotion - consumptions, relationship, consideration, purchase (ex: coke ad with peoples name on the bottle)
Consumer Pathways (7 Types) *all require different types of communication*
1. awareness 2. involvement 3. active consideration 4. purchase 5. consumption 6. relationship 7. advocacy
Rory Sutherland Ted Talk - what are the differences between, perceived, material, intangible, symbolic, and functional value?
1. perceived: all value is relative 2. material: physcial value 3. intangible: substitute for using up labor or limited resources (ex. train from london to paris, made time shorter by redoing all train tracks) - replace actual or material value (give in all jewelry replaced with cast iron) 4. symbolic: badge value 5. function: FIND AN EXAMPLE
More Beautiful Question - what is the link between questioning and innovation?
questioning: enables people to innovate, solve problems, and move ahead in their careers and lives - starting point for innovation
Positioning - Values Based
Ex: Ben and Jerrys: brand position is how they see the world, and if you see it the same way you would go with their brand
Joseph Pine Ted Talk - is there such a thing as a 100% natural experience?
NO - as long as we are in any sense authentic human beings, then every experience we have is authentic
How does PR fit within paid, owned and earned media?
PR is about creating EARNED media (social media, tweets, posts, shares, etc)
What is interaction design?
a process in which designers focus on creating engaging web interfaces with logical and thought out behaviors and actions - successful interacting design uses technology and principles of good communication to create desired user experiences helping design of spaces for human communication and interaction
STUDY THE FOURTH QUADRANT EXERCISE - Where Good Ideas Come From
Where Good Ideas Come From - STUDY THE FOURTH QUADRANT EXERCISE
What is the definition of PR?
a strategic communication process building mutually beneficial relationships between organizations and their public - building and relationships (FIND EXAMPLE)
What are the four main disciplines within an ad agency?
account service, strategy, production, media, creative
Joseph Pine Ted Talk - what was the transition process to the modern economy?
customizing a service to an experience - rendering authenticity commodity(extract)-->good(make)-->services(deliver)-->experiences(stage)
Joseph Pine Ted Talk - what is the easiest mistake that companies make?
advertising things that they are not (fake/fake, real/real, real/fake, fake/real) - when you are perceives as fake, as a phony company - provide people with places to experience who you are (ex: starbucls - no advertising, you have to come and experience it yourself) 1. dont say youre authentic unless you are really authentic. 2. it is easier to be authentic if you dont say you are authentic. 3. if you say you are authentic, you better be authentic
Positioning - Against
against others in the category - ex: chipotle, cultivate a better world
William Espey (Chipotle) - what does "come to work stupid" and "fail harder" have to do with creativity?
allows for the individual to be more open to ideas and consistently approach each day and task with the mindset that theres always something new to learn
What is the purpose of advertising?
attract and inform the public about a product, service or business
Where Good Ideas Come From - how does being wrong change our perspective?
being right keeps you in place, being wrong forces you to explore (new doors of adjacent possibilities) - looking at errors as insights motivated the mind
William Espey (Chipotle) - What is a brand?
brand is a personality - brand is everything and everything is branding - service
Will Geddes - what are the differences between design and advertising?
design leads up to advertising - focused on PROMOTING a brand or product (advertising) - focused on DEFINING a brand or product is (design) DESIGN: research/insight development, positioning, brand, definitions, content strategy, naming, product design, identity, etc.. Advertising = Promote Design = Define
Jose Miguel Sokoloff Ted Talk - the government had every strategy except what when it came to handling the guerilla forces?
communication strategy - they used christmas lights on trees, helped demobilize many guerillas
Consumer Pathway - Purchase
convert intent into action at the point of purchase - promotion, service, product
Joseph Pine Ted Talk - what is the antidote to commoditization?
customization - the progression of economic value was realizing that customizing a good automatically turned into a service, because it was done just for a particular person, because it was inventoried, it was delivered on demand to that individual person
Where Good Ideas Come From - How does error add to the process of innovation and ideas?
error creates a path that leads you out of your comfortable assumptions - mistakes are inevitable step to true innovation
Positioning - Segment by Need
ex: Nyquil: use at night when sick; Dayquil: use during the day when sick
Joseph Pine Ted Talk - what do people in the netherlands say america loves?
fantasy - you americans, you like your fantasy experience, your fake, your disneyland experiences - Dutch like real, natural, authentic experiences - the Netherlands is every bit as manufacture as disneyland
Where Good Ideas Come From - what is a third place?
having another social setting besides (1st and 2nd place0 --> essential to creativity because this alternate creates your weak-tie exaptation (1st place = the home; 2nd place = the workplace)
More Beautiful Question - how does our ability to question separate us from primates?
humans are designed so that they young look to the old for cultural information - this is an 'evolutionary divide' - that from an early age, even before speech, humans will use some form of questioning to try and gain information - chimpanzees dont do this - they may 'ask' for a treat through signaling, but its a request for food, not information-seeking question
What are the different types of positioning? (6 types)
leadership, against, price value, segment by usage, segment by usage, segment by need, values - based
Consumer Pathway - Relationship
make the customer feel special to improve the per capita value - promotions, social, cause, events, direct
More Beautiful Question - is questioning encouraged? why or why not?
no, queestioning is NOT encouraged - questioning is "inefficient" to many business leaders, who are anxious to act rather than to do - they often feel they dont have time to question what it is theyre doing - questioning can also be seen as hazardous to ones career - raising a hand in the conference room and asking why can make you appear uninformed or insubordinate - schools dont encourage questioning because it challenged authority and disrupts structures, processes and systems
Will Geddes - how did the firm bring the idea of collaboration to life for their playground client?
playground - a place where people who have an idea can help create it - it creates a foundation of thinking
What are the different types of design?
poster design brand identity design, publication design, interior design, product design, package design, exhibition design, industrial design, advertising design, interactive design, experience design
Jose Miguel Sokoloff Ted Talk - what were the key insights used in the campaigns?
radio shows to communicate to them (love story) - helicopters used to speak to them - messenger bottles left in rivers encouraging them to leave and come for christmas - posters with messages from their families - mothers have pictures of their children and gave the most motherly message they could give - "we are saving a place for you", to go enjoy the world cup
How does PR change the say/do/confirm triangle?
rather than say/do/confirm, PR skips 'do' and goes from 'say' to 'confirm'
William Espey (Chipotle) - what is the genius of naiveté?
revolutionize something then it ends up being something else
More Beautiful Question - what are the characteristics of questioning? how does questioning affect leaders in the market place?
right questions can enable business leaders to adapt in a rapidly changing marketplace - inquiring minds can identify new opportunities and possibilities before competitors
Positioning - Price Value
save money value position - ex: Walmart: save money, live better
Consumer Pathway - Active Consideration
shift the order of consideration by facilitating favorable comparison - promotion, advertising, events, in store, search
Where Good Ideas Come From - how do cultures and sub-cultures impact innovation?
subcultures generate ideas, interests and skills that inevitably diffuse through the society, influencing other groups - larger cities are gonna have more variety, therefore more subcultures, more groups that are going to influence - cities are environments that are ripe for exaptation, they cultivate specialized skills and interests
Where Good Ideas Come From - what innovation were the result of error?
the audion - Greatbach's heart pacemaker - errors often create paths that lead you out of your comfortable assumptions
Where Good Ideas Come From - How do platforms add to the process of innovation and ideas?
the benefits of being able to build on top of existing platforms so you dont have to reinvent everything from scratch each time (ex: using GPS, HTML)
What is the definition of creativity?
the generation, development, and transformation of ideas that are both novel and useful for solving problems
What is the definition of design?
the human capacity to plan and produce desired outcomes
Rory Sutherland Ted Talk - a game of pinball
you put your news out, the infor gets slices, diced and pureed: richochets around social networks (if your ass is lucky and the buzz is good) and its curated - manly only notice your news when it appears on Twitter, LinkedIn or Facebook