Principles of Advertising Final
The four steps in the creative process:
1.Creative brief 2.Concepts (ideas) 3.Campaigns- (starts to look like advertising) (a campaign is more than one ad) 4.Productions - (making it happen)
Objectified: According to Alice Rawsthorn how should designers look at sustainability?
Biggest challenge for all designers. Designers need to not only think about the individual design but also what happens to the product afterwards.
Digital Media Law: Commercial speech - define
"Speech that proposes a commercial transaction" Typically referred to as advertising, but can be seen in direct mail offers, e-mail promotions, etc. Now it is expanding to texts, social media, etc.
Ad Age Article-What it costs: Times Square billboard stats
$2.5 Million to advertise for 4 weeks on the billboard
Segmentation
Product differentiation in response to consumers differing needs. Maximizes potential market share. EX: Tide, there are different types of one brand
What are the major job functions within most ad agencies?
1. ACCOUNT MANAGEMENT - "Client people" a.Liaison between agency and client & keeps the agency moving forward and out of trouble b.Understands sales data and clients objectives c.Keeps everyone on the same page from beginning to end 2.ACCOUNT PLANNING - "Consumer people" - Provides research and insight, writes creative strategy, and makes everyone in the agency understand the consumer and culture of the brand 3.CREATIVE - "Artist people" Develops concepts, advertising, and campaigns & moves from strategy to creative (Copywriters, art directors, producers, creative technologists, etc.) 4.COMMUNICATION PLANNING AND MEDIA - "Make it happen with money people" Quantifies money spent, builds relationships with media, figures out how to get ideas to the consumer
Objectified: According to Andrew Blauvelt, what are three design approaches? How did he illustrate these with vacuum cleaners?
1. Looking at the design in a formal relationship and a formal logic of the object. The act of form giving. -cone 2. Looking at the symbol and the context you are giving. The "little rituals" like making coffee in the morning. -dyson 3.Looking at design in a contextual sense, in a much bigger picture, human and object relationship. -Roomba -The Vacuum has a very functionable manor. Colors to show the different functions, all for a purpose. Human interaction.
Five strategies in media - define/identify
1. Who? is the best advertising prospect to achieve a client's objective (Brand switchers, Brand loyalists, etc.) 2. When? certain times of the year/holidays when people are likely to consume 3. How Often? how often do I need to advertise? (ex: toilet paper and cereal consistent, a lull in chocolate in summer) 4. Where? is the product sold, are there areas of greater importance? (ex: don't need to advertise Huggies in Boca Raton) 5. How Much? driver of business results (ex: clicks/likes)
Six government regulatory groups - be able to identify examples
1.FDA (Food and Drug Administration): packaging and labeling 2.FCC (Federal Communications Commission): broadcast and advertising 3.Postal service: mail and magazines 4.ATF (Alcohol, Tabacco, Firearms): liquor labeling 5.Patent office: logos, patents, trademarks 6.Library of Congress: in charge of copyrights
Two watchdog groups and Parent Television
1.NAD (National Advertising Division)- part of better business bureau 2.National Advertising Review Board- represents advertisers and agencies
Six controversial issues - define/identify/be able to identify examples
1.Puffery- "an expression of opinion not made as a representation of facts" e.g. (world's best coffee) 2.Decency: sexual innuendo, violence. EX: LYNX (axe), invisible ad in Australia's that can only be seen with special sunglasses 3.Stereotyping: portrayals of housewives, seniors, people with alternative lifestyles, ethnic groups. Perpetuation of negative values in the context of a message. EX: Mr. Clean, "this mothers day get back to the job that really matters" Guys eating whoppers because its not "chick food," "I am a man", eat like a man 4.Children- violence, dangerous acts in the context of a message, unhealthy habits. EX: peta's aid aimed towards kids "kids if you wouldn't eat your dog why eat a turkey? Go vegan 5. Controversy: condoms, alcohol, religion. EX: a banana flavored condom (condom ads usually controversial). "Why do we make bad decisions when we're naked?"--> stop aids ad (guy electrocuting himself with toaster) 6. Just not tasteful: more than ⅓ of Americans will choose not to purchase a brand due to distasteful advertisments. EX: Ford had the former Italian prime minister making a peace sign while there are women bound in the back of his car, it was advertising for a car with a bigger trunk
Ad Age Article- Media Buying Controversy: 5 Ways Agencies "Goose" their business
1.Volume bonus or discount 2.Arbitrage or invest rebate 3.Earn rebate through barter 4.Consulting, training and research 5.Offshore and separate legal entities
Ad Age Article-How Facebook's Custom Audiences won over Ad Land: What was the beginning example used for custom audiences?
A bartender sent out thank you cards via facebook to individual bartenders. Jameson took a list of the bartenders who attended their events and ran 3-D video ads aimed specifically to them using Facebook's custom audiences ad-targeting tool
Adoption curve
A bell shaped curve that sorts people into 5 segments of adoption times: 1.Innovators- independent risk takers (2.5%) 2.Early Adopters- opinion leaders in community (13.5%) 3.Early Majority- People influenced by opinion leaders; they make innovation mainstream (34%) 4.Late majority- People who question change (34%) 5.Laggards- detached, conservative people (15%) •The curve changed in early 2000 when the masses didn't really exist anymore •Quality became more important than volume
Define Brand
A brand is the sum total of everything a company does- the good, the bad and the even off strategy- that creates a large context or identity in the consumer's mind. As a result, brands are visceral. They reside in people's minds.
Ethics Reading 1 Stereotyping: Definition of stereotypes
A character shortcut, or of shorthand, that groups a number of shared characteristics under one label-mother, wife, Mexican, homosexual.
Concept
A clear, detailed description of the attributes and benefits of a new product that addresses the needs of the targeted customers.
The Creative Process- CH1 Process is Pure: Models of Creative Process in Advertising?
Advertising is a domain. Domain specificity suggests theres a creative process signature in every business
Digital Media Law: First Amendment as it applies to advertising
Advertising is semi-protected. Free speech is protected but since advertising is selling things and can do so in a way that could be deceiving. Avertising is indeed protected by the First Amendment of the U.S. Constitution. However, advertising or "commercial speech" enjoys somewhat less First Amendment protection from governmental encroachment than other types of speech. The Federal Trade Commission (FTC), for example, may regulate speech that is found to be "deceptive." And the FTC keeps stepping up the types of commercial speech it regulates. Moreover, it uses a variety of tools to do so, but that is a discussion for another article.
How is advertising different/same around the world?
Advertising isn't different around the world, media is. Advertisers must understand local media. Its all about people and human emotion. There may be cultural differences and the consumers may be different. Brands might hold different marketing position in different countries (may be more popular in one country than another)
Three types of targeting - define/identify
Behavioral: diet pepsi targeting heavy users of regular coke- usage of something Life-stages: marriage, college, Huggies baby count-down, etc. wells fargo targeting new home owners Interest targeting (people bonded together by a zealous interest in a hobby): patagonia targeting active outdoor enthusiasts
Objectified: What is CAD and rapid prototyping? How do these impact the design process?
CAD is Computer Aided Design which helps the design process be a lot quicker. Improve the way people do things without them knowing it.
Preemptive reason why
Creates a reason why the object for sale needs your consideration. Accepts human desires instead of trying to change them. If you're the first to make a claim, even if all the other products have it, you own it. "First-in-wins" EX: Pepsodent→ first to claim it gets the film off of your teeth, even though all toothpastes do (Claude Hopkins)
Ethics Reading 2 Advertising and the Community: What are the potential issues surrounding "branded entertainment"?
Cultural ownership of modern brands - Walmart World Series
Ad Age Article-How Facebook's Custom Audiences won over Ad Land: What are custom audiences?
Custom Audiences and Facebook created a way for brands to target existing customers by uploading their customer's email or phone lists, which are then, matched with the email addresses and phone numbers tired to peoples Facebook account.
Ad Age Article- Dissecting TV's Data Assault: Role of "Big Data" and Media Buying: What's the relationship now?
Data is being regulated to the planning stages of TV buying for the most part, not being used to guarantee that certain targets will be reached, so the great majority of deals will still promise only traditional Nielson age and sex demographics, according to media buyers and TV network executives.
Digital Media Law: Know what the Central Hudson Test determines (don't memorize each part)-
Determines whether a governmental regulation of commercial speech is constitutional •strike down state laws meant to discourage liquor consumption by banning the inclusion of alcohol content on beer labels or retail liquor prices in ads (1990s) •strikedown restriction the prevented pharmacies from advertising the sale of compound drugs (2002)
Objectified: According to Dieter Rams of Braun, what are the elements of good design (11 attributes)?
Innovative, aesthetic, product understandable, long-lived, honest, unobstructive, understandable, consistent in every detail, environmentally friendly, as little design as possible, useful.
Difference between a brand and a product?
Product: -physical attributes (style, features, price) -performance (meet consumers expectation) -value Brand: sum of everything -How someone feels about a product (personality, trust, friendship, shared experience)
Unique selling point (or proposition)
Find a unique selling point that your brand has that no other has, and repeat it. •Rosser Reeves believed the purpose of advertising is to sell. Believed that an ad should show off the value and USP of a product, not just the cleverness of humor of a copywriter (repetition) •M&M's "melts in your mouth not your hands •Anacin, "Fast, Fast, Relief", "how would you like a hammer in your head" •Wonder Bread, "build strong bodies 12 ways"
Pro Bono
For Free
How does Starbucks build their brand within the world?
Glocalization, they localize their global brand around the world. The inside does not look exactly the same in each country but is tailored to the local area.
Objectified: According to Bill Moggridge of IDEO, what is interaction design? How does Naoto Fukasawa change this definition?
Interaction design - how you interact with a product - the software on phones, dvd player screens, etc. Naoto fukasawa - designing hardware, it's all interaction design, not just the way the screen looks.
The Creative Process- CH2 Process is Personal: What is metacognition?
How we leverage our own understanding of how we think and how we mentally supervise the achievement of a cognitive (mental, thinking) goal
Ethics Reading 2 Advertising and the Community: What are the potential issues with consumer insight?
If brands lose touch w/ the local environment, they become irrelevant
Objectified: Should well-designed objects cost less or more?
In the movie the guy thinks that something that is designed well should cost less but value makes it cost more.
Ethics Reading 2 Advertising and the Community: What are the potential issues around "advanced branding"?
It is not branding that sponsors culture, but wants to be culture. "Advanced branding is looking for new territories to conquer and to take ownership. Their intent is to nudge the hosting culture into the background and make the brand the star.
Objectives, Strategies and Tactics
It is the way to complete a communication plan. A way of planning and buying, they are the tools used for quantifying money spent and for building relationships with the media. E.X. Miller light: a way to target it at the men who drink beer 'taste great less fill
Ethics Reading 2 Advertising and the Community: What are the potential issues around advertising/marketing to children? How are these manipulated?
Marketers and advertisers lure children into potentially dangerous products like fast foods and sugary cereals through mediums that aren't regarded as "bad" like books in cereal boxes and toys at restaurants. They are persuaded to spend their own money, influencing parents to spend $, and creating new customers.
Objectified: What is the goal of industrial design?
Mass production, producing standardized objects for the consumption of millions of people.
Definition and benefits of the different marketing communication choices.
Public Relations - Snapple Popsicle given to the people of New York Direct Marketing - Advertisements sent to you in the mail Cause Marketing - Ben and Jerry's campaign to fight global warming Event Marketing - Britney Spears concert sponsored by Slim Fast Promotions - Target buy one get one free sale
PSA
Public Service Announcement
Ad Age Article- Dissecting TV's Data Assault: What is audience buying?
Reach people who have previously expressed interest in their product anywhere
Objectified: What does Chris Bangle say is the challenge in the future of car design?
Real challenge is what do people want the car to be in their life? Do they want them to fade into the background? Or do they want them to stand up and be a representation of themselves. You're making a statement to yourself about yourself.
Ways brands evaluate media
Relevance (Home, work, on the go) Fulfills a need (Twitter vs. Insta vs. Yelp) Strength of the network (People mag) Strength of the brand (Rolling Stone) Size of the Audience (Facebook vs Google+) Value (cost of property based on audience dynamics)
Ethics Reading 2 Advertising and the Community: What is the difference between how society and business labels people/individuals?
Society refers to people as citizens whereas business labels people as consumer. As citizens we have certain responsibilities to other citizens and to natural and environments. Advertising industry's way of labeling people makes it a controversy of ethical and unethical responsibilities.
Types of brand positioning
Starts with a product. Positioning is not what you do with the product but what you do with the consumers minds. •Leadership -Thought leadership Mcdonalds Nike Coke •Against -Volkswagen vs big cars -Mac vs Pc -Cable vs dish •Price/value -Walmart •Segment by Usage Gender Dove Old spice •Segment by need -Nyquil -Sick + night -Dayquil -Zzzquil
Ethics Reading 1 Stereotyping: Is all stereotyping unethical?
Stereotyping is essential and effective in advertising. Ethical problems rise because stereotyping is a misrepresentation of reality, it is a for of deception and deception is morally wrong.
Ethics Reading 1 Stereotyping: Two ethical questions regarding stereotypes
Stereotyping is misrepresentation of reality Perpetuate negative images It waters down reality and makes message deceptive not all stereotyping is unethical, it becomes negative when it perpetuates a negative image. You have to be careful, it's a fact of life.
Objectified: According to Rob Walker, what did Target do for design?
Target is innovative in the way that it now allows people to buy into the progress of good design and taste. Target made this attainable to the masses. Influenced popular culture in their stores.
Objectified: Form use to follow function. What changed this dynamic?
The Microchip!
Purpose/concerns of regulation
The purpose for advertising regulation is to protect competition and to protect consumers from economic/physical harm. Regulations are concerned with deceptive or unfair content, how advertising is delivered, and protection of susceptible groups
Pablo Alejo: What is the role of the User Experience (UX) person at CP+B?
Their role is to care how you (the user) interact with something
Ad Age Article-How Facebook's Custom Audiences won over Ad Land: What did Facebook and this company do?
They ran 3-D video ads specifically at those bartenders' Facebook accounts Facebook's Custom Audiences ad-targeting tool
Ethics Reading 1 Stereotyping: Ways advertising damages society, culture and democracy
stereotyping of a certain group of people can harm the people in that group by misrepresenting them, and through misrepresenting them, can diminish them in some way and make them seem less than what they are.
Bill Bernbach
•Doyle Dane Bernbach (DDB) •Created creative revolution •Created creative teams •Taking risks/breaking rules •Cynical use of humor •Creative team approach; still the same today •Volkswagon ads ("think small") •Levy's rye bread ("you don't have to be jewish to love levy's")
Ad Age Article- Media Buying Controversy: The role of digital media and the controversy?
a. The role of digital media and the controversy behind it allows for the marketers to make a lot more money off of the client without them knowing. b. It allows for those who are making the money to make a lot more as the agency grows at a higher than GDP rate.
Fragmentation of media - know the cause and the impacts to advertising, brands, etc.-
caused by an increase in media options, it is really hard to find a really large group of people in one place. (Traditional communication model) we have so many things to look at-advertisers have a hard time with that
Current issues in media -
native advertising
Five FTC concerns - be able to identify examples
•Description- must lead to "material injury" •Comparisons- must substantiate with statistically significant data •Enodresments- must be qualified, must use product •Demonstrations- must be accurately depicted •"Bait and Switch"- product must be available
What makes a brand great?
· Not always about sale (Mac vs PC) · Not always about advertising (Tiffany's) · Everything communicates (Southwest tweets back to complainers) · Great brands can be competing (Coke vs Pepsi) · Take Risks (CVS, Dove, Cheerio's) · Have great parents...very progressive/creative founders (Mark Zuckerberg, Ben & Jerry's) · Authentic (Guiness) · Distinct point of difference (HBO - it's not TV - it's HBO) · Define their competitive space (Audi/BMW Billboards) · Understand their ecosystem (Crispin Porter w/ Burger King) · Understand communication from a consumer's viewpoint "It's not what we say, it's what they hear and what they hear is based on their experiences" · Understand relationships (Toys-R-Us)
Name all brand categories
· Packaged Goods (Inexpensive, use & replace, quick purchase, purchase cycle. Ex; grocery store stuff, food, health, beauty) · Durable Goods (Stronger, longer lasting, expensive. Ex; cars, appliances, furniture) · Technology (Constant innovation. Ex; computer, ipod, camera) · Services (Not physical, need don't want, customer service. Ex; credit cards, insurance) · Retail (Sell many brand products and their own products, a physical space Ex; target, starbucks) · Media (Newspapers, TV, social media Ex; NBC, SNL,) · People (The celebrity. Ex; Kim Kardashian, grumpy cat)
What are the brand components?
· Shape · Name · Language · Icon · Sound · Navigation · Behavior · Service · Tradition/Ritual
Ad Age Article- Dissecting TV's Data Assault: How does this relationship differ from the past?
·Advertisers had no data collection making it less appealing to the companies buying ·Only a few network groups were even discussing how data would play a role in negotiations
Digital Media Law: Federal Trade Commission's regulatory role and responsibilities
·regulates unfair competition ·consumer protection ·prohibits deceptive advertising
Pablo Alejo: What is the role of production and technology at CP+B?
• Making digital products (production="glorified project management")
Rosser Reeves
• Ted Bates Agency (still exists today) • Believed the purpose of advertising is to sell • Resulted in the creative revolution, the 1960's backlash against Reeves • Famous for USP campaigns: m&m, melts in your mouth not your hands, wonderbread, healthy bodies in 12 ways, fast fast fast relief (anacin)
Ad Age Article- What it costs: Figures for how much digital media ads cost?
•$35 for 1000 impressions on Hulu for video ads with minimum requirement of two ads per campaign (really cheap compared to TV) •$30 for sponsored video on instagram •$8-$10 for ad on buzzfeed •$32,500 for four homepage ads on the Daily Mail
Ad Age Article-What it costs: Traditional advertising medium costs?
•$50,000 full cover ad on the NY Times •$1.55 million for thirty second ad during the championship march madness game •$237,406 for back cover ad in Vogue •$2.5 million for four weeks in Time Square
The difference between a global sized business and a global brand.
•A global sized business is a huge company, how many people work for the company and this could be in just one country. A global brand is a brand that is all over the world that has the same meaning and point in each country that the brand is found. Ex. Coke.
Campaign
•A series of advertising messages that share a single idea and theme which make up an integrated marketing campaign (IMC). E.X. Anti Smoking Ads (Ad Council)
What are the two reasons media exists?
•Ability to "capture" an audience •Consumer demand
Creative Brief
•Account planner creates it •Big idea -> Try to make it a campaign after it is approved •A document used by creative professionals and agencies to create deliverables: visual design, copy, advertising, web sites •This document is usually developed by the requestor (a marketing team member) and approved by the creative team of designers, writers, and project managers
History, mission, and success of the Truth campaign
•Anti-smoking campaign •Targeting youth •Funded by the reparations of the cigarette companies ·Strategy for marketing commercials ·Est. by advertisers as a non-profit and a way to do pro bono work
How does the economy impact advertising?
•Booming economy= clients take more risks •Bad economy= boring ads, hold onto their money- cautious about what they buy
Holding companies
•Companies that bought and possessed the shares of other companies which it then controls. •Mergers in 80's caused a rise in mega agencies and regional agencies; •Companies would buy an ad agency for their company to increase stock portfolio EX: Omnicom, WPP Group, Saatchi and Saatchi, Interpublic
Remedies for deceptive advertising - be able to identify case examples
•Consent decree- FTC asks advertisers to stop •Cease and Desist- FTC gets court order to force advertisers to stop •Corrective Ads- FTC mandates new ads to correct perceptions •Consumer Redress- FTC mandates reimbursement
The Creative Process- CH1 Process is Pure: Structure of Intellect Model?
•Contents: The sum of our knowledge (our intelligence)- everything that we know and various types of information represented there •Operations: How we use knowledge-the various types of manipulations that we bring to bear upon our intelligence •Products: New knowledge or ideas that are the results of thinking
The Creative Process- CH1 Process is Pure: What is creativity? What kinds of people are creative?
•Creativity: The generation, development and transformation of ideas that are both novel and useful for solving problems •Everyone has the potential to be creative
Business and Societal ethics -key issues
•Ethics debate: Ads destroy freedom of choice/Ads give consumers more choice •Ads destroy democratic media/ ads allow for free speech •Ads warp social values/Ads simply reflect the "real" world •What do we believe in and how do we make our choices •Business: Don't be stupid and broadcast it, don't lie, there is a difference between puffery and deception, don't steal (ideas, copyright, clients) maintain a good rep. •Societal: What is a negative image, who determines what's good and bad
Mary Wells
•First woman to be named partner of an agency (Wells Rich & Greene) •First advertising executive to see TV's advertising potential •Integrating marketing communication→ realization that ads also have to do with experience •Clients: I <3 NY campaign, Braniff International Airlines (colorful planes, changed fight attendants uniforms) (integrating marketing communication)
Purpose of the FTC- Federal Trade Commission
•Help avoid marketing practices that would be considered unfair or deceptive under the Federal Trade Commission. •Enhance informed consumer choice and public understanding of the competitive process; and to accomplish this without unduly burdening legitimate business activity.
Associated value
•If you associate your product with something of greater value, the product is viewed as being of greater value. (Thomas Barrett and Pears Soap)
Two sources for global brand evaluation and rankings
•Interbrand: They look at the top 100 global brands •Brand z: world's largest brand equity database
Leo Burnett
•Known for the "perfect campaign"--> Marlboro, initially marketed towards women, changed their target to men, which changed its whole personality •Inherent drama→ the emotional story contained within the product •Brand Icons→ Putting friendly faces on products to make them seem less industrialized, still used by a lot of products today (EX: Pillsbury dough boy, tony the tiger)
Parity products
•Machine made products that are interchangeable (Reeves) •Product of the industrial revolution EX: toothpaste, cigarettes, beer
Why is the relationship between media and consumer important?
•Media determines who needs to be influenced by the communication and they figure out how to get a message to them. •Media leads the consumer in the direction of whether they buy the product or whether the don't buy the product •Media influences the consumers choices
Major, Campaigns from lecture and/or Twitchell - Pears Soap, Volkswagen, Marlboro, Absolut, Apple and Nike (cultural significance, concepts, what happened)
•Pears Soap: Thomas Barratt, associated value, he used famous artwork of the times and had the artist paint in a bar of soap as the label •Volkswagen: Bill Bernbach, volkswagen beetle ad "think small", using the car as an iconic symbol through all the advertising •Marlboro: Leo Burnett, "the perfect campaign", changed Marlbro to be marketed towards men instead of women, completely changing the personality of the brand •Absolut: TBWA, product/picture conveys the whole idea, uses the bottle as the hero, uses media to generate new ideas, invites the consumer to the game •Apple: 1984 Superbowl ad about Orwell's book 1984, woman running and throwing hammer into screen •Nike: Wieden+Kennedy, "revolution" Beatles song, quickly sued because of use of Beatles song, advertisment put Nike on the map.
What are the "watershed moments" within the history of advertising as discussed in class and 20 Ads That Shook the World? What did these moments teach the industry?
•Pepsodent/ Claude Hopkins/ That there is magic in Preemptive Claim •Listerine/ Gerard Lambert/ showed the way to selling the need; constructive discontent •Absolut/ TBWA/ proved words aren't necessary to the product •Lydia E. Pinkham's vegetable compound/ Personalized the Corporate face •Pear's soap/ John E Millais' A Childs World/ the importance of Associated value •VW- "think small" formulaic advertising structure-> different •Apple- emotional appeal •BMW films- first time branding was done on the internet, nobody had done that before-> the internet was used to brand the industry •Subservient Chicken- first big microsite where you could interact with the brand
Planned vs. unplanned communication
•Planned (controllable) (low impact) -Ads -Social media -Promotion •Different types: -Sales Promotion -Direct marketing: I know who my customer is I can market directly to them •Public Relations: -Creating news and having someone else share it •Cause marketing: -Creating synergy with a cause that fits in with the brand values •Event Marketing: -Naming stadiums after a product •Unplanned (Uncontrollable/ limited control) (high impact) -Media coverage -Word of mouth -Product -Service
The Creative Process- CH1 Process is Pure: Four Stage Process Model?
•Preparation: the problem to be solved is carefully considered and resources are gathered in order to confront the task. The conscious mind is focused on the problem •Incubation: Drawing upon these resources, consideration of the problem internalized and becomes a largely subconscious activity. The mind makes connections more freely and abundantly •Illumination: Possible solutions to the problem transition from subconscious thought. This is a moment of insight and optimism •Verification: Solutions are tested and may be applied if shown to be viable
Three types of regulation
•Self-regulation- individual action •Co-regulation- parties work together (everyone happy) •Regulation- someone makes you do it
History and mission of the Ad Council
•Started during WWII •supports many societal issues "Smokey the Bear" •Public awareness
Industrial revolution: When was it? What caused it and what did it produce? How did it create a need for advertising?
•Started in the 1760's-1820's. •Our desire for stuff created machine production it did not create materialism, our need was already there. • It brought product to the masses and created parity products (products that are machine made and are interchangeable). •More products created more competing companies and therefore a need for advertising.
Ad Age Article- Media Buying Controversy: What is the controversy? Where are these kickbacks going?
•The controversy is that there are kickbacks tied to U.S. media-agency deals. •The kickbacks are going into shrinking agency fees as well as an increasingly convoluted and global digital marketplace
The Creative Process- CH2 Process is Personal: How are big ideas born? Know the study that was conducted and the aspects involving creativity and retroactive evaluation.
•The study: Asking art directors, writers, etc. to talk about their creative process and later discovered that illustrating it captured the imaginations of the people talking about it. Retroactively talking about their experiences made it so they include full history and details
Pablo Alejo: Case Study: The Tonight Show with Jimmy Fallon: What were the production issues CP+B had to solve?
•They had very little time to work with. They needed to modernize a really old TV show. •They needed to create an app AND a website and they needed to create different purposes for each.
Define Vision, Invention and Dynamism as related to global branding
•Vision- "brands with a vision embody a clear direction and point of view on the world. They convey what they are on this planet to achieve? Ownership of a point of view •Invention- "invention can be built through innovation, brand iconography, retail environments, and customer service. A brand's invention can never be static. It requires a commitment to continuous innovation, service excellence, and new forms of a brand experience." •Dynamism- "typically the outcome of a big ad campaign, guerilla marketing event, or highly visible marketplace event, dynamism engenders a persona, community, and evangelism amount a brands users. Dynamic brands generate popular culture." Examples: Swiss watch, myspace, AOL -To be part of culture around the world is trickier to maintain
Thomas Barrett
•famous for using associated value •He understood that culture=upward mobility. •He used famous artwork of the time and had the artist insert a bar of soap in their paintings -associating his bar with the artwork=part of the upper class, luxurious -painted "Pear's Soap" onto pennies, Pear's posters, Pear's encyclopedia
History and mission of the Partnership for a Drug Free America- started by advertising industry in the 1980's, single topic, powerful and successful
•used to "unsell' drugs/ drug prevention ads •mid 1980s •used public service campaigns •reduce substance abuse among adolescents by supporting families and engaging with teens.
