aprd final
Mutation, error and serendipity work together in what way?
Mutation, error and serendipity unlock new doors in the adjacent possible They all provide new opportunities for exaptation to explore
What are the main industry watch dog groups?
NAD (national advertising division Part of better business bureau National advertising review board Represents advertisers and agencies A division of the NAD
What are the characteristics of great brands?
Not always about sales, paid communication Everything communicates Competing products can both be brands Pepsi vs Coca Cola Great brands take risks (cvs not selling cigs, barbie having different body shapes, starbucks hiring refugees) Being authentic (genuine,real) Great parent → pioneers (ben and jerry/ oprah/ steve jobs) Distinct point of difference Distinct brand elements - logos, symbols, colors, verbals, celebrities, advertising styles, taglines
What is the difference between open and closed networks?
Open networks: anyone can view the information Closed networks: Only a select group can view the information
How does PR change the say/do/confirm triangle? How does PR change the control versus impact model?
PR moves a planned message from Say to Confirm Increases the impact of the message by minimizing the appearance of "control" → get the media (or other outlet) to spread your message for you, seems unplanned, more credible
How does PR fit within paid, owned, and earned media?
PR's job is to create earned media
Be able to define and identify paid, owned, and earned media.
Paid (traditional ads) Television/Radio/Magazines Owned (corporate content) Brochure/Retail Stores, company website. Earned media (People who spread your ideas because they love it) word of mouth
What are parity products? How did the rise of parity products influence the creative industries?
Parity products are machine made, interchangeable products Two products that are basically the same & marketing's job is to tell you which one is better "My job is to make you think that this quarter is more valuable than that one" Think about Coke Vs. Pepsi -- at the end of the day, they are the exact same product. Both carbonated, bottled, brown "poison" (soda) All the marketing around each soda have a really rich history & is very diff but they are essentially the same
Is questioning encouraged? Why or why not?
Questioning isn't encouraged - questions challenge authority and disrupt established structures, processes, and systems (this is true regarding at school and work. Questioning is not encouraged because people don't want to ask "why they are doing it this way?) However, it seems like the author is encouraging questioning because it ultimately leads to change and innovation. A curious mind seeks out answers, and by asking the right question, there is opportunity in the answer.
What are the characteristics of questioning?
Questions are fundamental and instinctive so we do not always feel we need to think about questioning
What are the three types of regulation?
Regulation: Someone makes you do it. Co-Regulation: Parties work together (Often industries will co-regulate if they feel impending regula tion coming) Self-Regulation: Individual action.
How does serendipity add to the process of innovation and ideas?
Serendipity: the occurrence and development of events by chance in a happy or beneficial way. It allows you to make random connections that you wouldn't have thought of before to help with the process of innovation
How does the author use gas, solid and liquid to describe the potential of innovation?
Solid- nothing moves, gas- not enough structure too chatic, liquid, things can flow but its not chaos
Know the differences between the traditional and new communication models and the reasons for those changes.
Spider web conversation - with or without the brand. We don't need to pay attention anymore. Looking at phones. It is so much harder to get people to engage because our attention spans have decreased and content is more competitive The brand is not a linear communication So much out there that is entertaining and informative and fun, how can ads even compete?? Less likely to click on banner ads
What good does commercial communication do for the public?
Started during WWII In the depression Ad industry took it upon themselves to keep people working by creating ads You bought only what you needed Supports many societal issues Smokey the bear It's whatever time do you know where your kids are
What is the difference between the new and traditional models of communication? What are the reasons for these changes?
Started with a one way conversation (Brand -> Media -> Consumer) The conversation has shifted from (in late 90's) 2 way convo (Brand <- Media -> Consumer), where the brand puts it out and the consumer receives the message. speed is accelerating -The conversation has shifted -from one way conversation to a two way conversation -spider web of conversations with or without brand, no direct line, not getting entertainment in the same way, marketing, or news You are more likely to do a bunch of stuff rather then click on a banner ad
Know the process of taking an idea to market. What is message in production? Know examples of what it can be. What is placement in production? Know examples of what it can be.
Take ideas to market in a spectacular way. Finding creative and cost efficient ways to get the job done. How do you make things happen? Only spending money on what you need to. Production is responsible for the end result. What we see, is all that really matters in the end. People only see the tip of the iceberg. Know your competitors. ... Profile your customers. ... Don't let costs drive your price. ... Do your legal due diligence. ... Test your proposition.
How have mass communication and advertising changed in the 21st Century?
Technology The internet youtube/twitter/facebook/etc Interactive marketing Everyone has a smartphone in their pocket SO LO MO = Social, local, mobile
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 don't have to reinvent everything from scratch each time. Produce endless possibilities
What is engineering consent? Who created it and for what brands?
The engineering of consent: the engineering of collective knowledge Edward Bernays Created the American Breakfast, and the American Dream
What is the Consumer Pathway? Be able to identify the areas, reasons why clients would focus on each, and what marketing communication tool might fit within each area.
The idea of a marketing funnel that advertisement agencies use in their strategy to lead a consumer to buy, or do something. AKA is any possible combination of ways in which your customers could travel in order to purchase your goods or services 1. Awareness -Communicate a belief, launch a product, tell of an offer or event -Tool: advertising & PR 2. Involvement -Increase emotional engagement before purchase -Tool: advertising, cause, events, PR -Ex: Truemove insurance company, all paid for commercial in Asia. 3. Active consideration -Shift the order of consideration by facilitating favorable comparison -Tool: promotion, advertising, in-store, search 4. Purchase -Convert intent into action at the point of purchase -Tool: Promotion, Service, and Product 5. Consumption -Improve the user experience -Tool: product, service 6. Relationship -Make the customer feel special to improve the capital value -Tool: promotions, social, cause, events, direct 7. Advocacy -Increase positive conversation and recommendation -Tool: public relation, social events, cause
Why did the beginnings of online have such an impact on the type of creativity seen in the late 1990's?
The internet brought new clients A new style of business online was created Advertising- different type of client entered the industry, booming economy, dotcoms = especially fond of oddvertising imitation.
What are the Ad Council and Partnership for a Drug-Free.org?
The partnership at drugfree.org Started by advertising industry in the 1980s Single topic
Why is strategy important? Why are questions important?
The purpose of marketing communication is movement Reinforce image Change image Solve a problem Sell something Overcome brand taste barriers The beginning of every strategy starts with questions Questions allow us to create choice -diverge (creating choices) vs. converge (making choices)
What is the significance of FAANG and MAAN?
These outlets are the biggest contributors to people's digital lives and the advertising that they recieve on a daily basis. Faang: changing advertising, Disrupting everything → The big advertising money makers. Players in the new advertising industry Facebook Apple Amazon Netflix Google MAAN: Microsoft Apple Amazon Netflix
What is the definition of associated value? Who first used it and for what brand?
Thomas Barratt created the concept of associated value. The association value of a stimulus is a measure of its meaningfulness The concept of associating a brand/product with a person/lifestyle ect. Pears soap, associated with cleanliness and art = upperclass
Be able to identify different types of positioning through examples or definition.
What you do in the mind of the consumer Nike through leadership -- Leadership position Chipotle: different from fast food restaurants (against) -- Against position Walmart: Low prices -- Price Value position Nyquil: necessity -- Segment by Need position Secret for Women -- Segment by Usage position Ben and Jerry's -- Values based position
What are multiples?
When a brilliant idea comes to a scientist or inventor and they go public with it only to find out that other scientist or people have come up with the same idea over the past year in another place.
How do cultures and sub-cultures impact innovation?
When human beings are crowded in large groups, there is more culture or subculture within an area it will inevitably cause spillovers to happen, these spillovers create a more liquid network where information can leak out of those subcultures and influence their neighbors in surprising ways. Cities are better than towns A world where a diverse mix of distinct professions and passions overlap is a world where exaptations thrive
How do hunches lead to great ideas?
When they are connected to other hunches, it allows people to explore more into the adjacent possible
What are liquid networks? Define and understand these and their value to innovation.
Where hunches can connect with other hunches in other people's minds Benefit of cities are a high density liquid network. Bounce ideas off of things that aren't completely like us.
What is a holding company?
a company whose primary business is owning a controlling share of stock in other companies
What is a weak-tie exaptation?
allow for information to travel through networks without being trapped in one group, generate new ideas
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
Be able to identify the concerns and remedies for deceptive advertising.
consent decree: FTC asks advisor to stop cease and desist: GTC gets court order to force advisor to stop corrective ads: FTC mandates new ads to correct false perceptions consumer redness: FTC demands reimbursement 5 Concerns: Deception: Must lead to material injury Comparisons: Must substantiate with statistically significant data. Endorsements: Must be qualified. Must use product. (Dentist recommending Crest must be actual dentists and use crest.) Demonstrations: Must be accurately Depicted Reinforced roof in volvo commercials mislead into believing it was indestructible and could sustain a boulder rolling over it. Bait & Switch: Product must be available. "Lured in with pitch for item that was irrelevant to what was actually available" 4 Remedies (Executed by the FTC): Consent Decree: FTC asks advertiser/brand to stop Cease & Desist: FTC gets court order to enforce advertiser/brand to stop Corrective Ads: FTC mandates new AD to correct advertisers original misleading old Ad. Consumer Redress: FTC mandates reimbursement of customers by advertiser/brand.
What impact did the concept of constructive discontent have on marketing? What product was it used to launch?
constructive discontent - create a problem that your product can solve Ex. "Bad breath was a sign of a social stigma" He planted an idea in people's heads and then it was planted in the culture Ex. "How's your breath today?", Listerine
What is an associative state?
instead of responding to outer world, the brain starts to explore its inner database, searching for relationships that it normally overlooks (ex.: daydreaming)
What are the characteristics of each of the historical eras (1900 - 2010) in the context of culture and of marketing discussed in class? What are the major "watershed" commercial communication moments within these periods? What did these moments teach the industry?
ndustrial revolution: parity products were mass products so it created a need for meaning to distinguish similar products Technology: create new ways of advertising through TV, internet, social media. Advertising became faster and more interactive. Creative Revolution: different advertising and new ideas, industry took more risks. Media revolution: emergence of digital, change in consumer culture and media culture. Constructive discontent -Engineering consent: American Breakfast -Brand Icons:Leo Burnett -Rosser Reeves: Unique selling proposition -Creative Revolution: WV bug -PR: Space Program/ Boston Tea Party -Integrative Marketing: I love NY -Segmentation: Tide -Media evolution: Coke Song in the 70's -Postmodernism:nike revolution ad and apple 1984 -Onset on digital Media Neutral ties: truth campaign -Oddvertising:outpost.com -Viral marketing:dove -Consumer generated content:mentos/diet coke -Rise of social:old spice ad -Brand experience: HBO soho experience -Post digital solomo jayz with bling -Real time marketing:emmy's, oreos, jcpenney
What are the different types of brand categories?
packaged goods, durable goods, services, technology, retail, media, people
What is the "edge of chaos"?
point where it is as fluid as it gets before reaching chaos, this point is where the most creative happens
What are the five areas creative people look to when searching for ideas? Why is culture such an important factor in these areas?
-within the product -within the competitive market -the users/consumers - popular culture/hot topics -technology Culture is such an important factor in these areas because it has one big job, to change. We need to pay attention to the culture around the 3 elements. What is going on that we can tap into & use to reach the right people, the right market, sell more product. Where is the sweet spot? Where is the most unique idea that combines culture with these 3?
What are the six regulatory government groups covered in lecture? (ex. FDA). Be able to identify examples of issues each would be involved with.
1. FDA 2.FCC 3. Postal service 4.TTB 5. Patent Office 6. Library of Congress
What are the two preconditions of an idea? How do both work? What examples does the author use to illustrate these conditions?
1. The sheer size of the network: you can't have an epiphany with only 3 neurons firing 2.The network must be plastic , capable of adopting new configurations. A dense network incapable of change, incapable of probing at the edges of the adjacent possible. -The network size is important because the denser the network is then the more possible connections can be made and adapted upon each other to create a greater amount of ideas and open doors for the adjacent possible -And by a network being malleable and capable of adding new configurations this allows for the adjacent possible to be explored and new ideas to be created that were once originally plain hunches -For the network size he used the example of all our neurons in our body connecting to the brain which makes new connections in millions of possible ways
Understand the fourth quadrant exercise and examples
1. Top-left- (market/individual), private corporation or solo entrepreneur-quadrant one is least popular. people building for the market, but basing their work on existing innovations, part of a network. EX) Air-conditioning 2. Top-right- (market/network), marketplace of interconnected private firms; Quadrant two is more popular than before, EX) Airplane 3. bottom-left- (non-market/individual), idea-sharing amateurs; most innovations are in the third quadrant, Information networks are slow, "entrepreneurial economic conventions are poorly developed." The inventive genius. The few innovations that emerged from networks have their origins in cities. EX) ecosystem 4. Bottom-right- open-source/academic, collaborative networks. The fourth quadrant does not fit easily into either capitalism or socialism, but the Internet has made it "a hothouse of innovation." Quadrant four is most popular. It is free of the inefficiencies created by copyrights, patents, trade secrets, etc
What are the five main types of PR? Be able to identify from example.
1. brand spokesman 2. industry specific 3. public affairs 4. internal communications 5.emergency/crisis communication
What are the four steps in the creative process?
1. creative brief 2. concepts 3. campaigns 4. production
What is the definition of a brand?
A brand is no longer what we tell consumers it is. It's what consumers tell us it is Center of everything in marketing
What is the brand triangle and how do different messages impact consumers (say/do/confirm)? Be able to identify examples.
A brand triangle is say (planned messages) -> confirm (unplanned messages), do (product service) PR changes the triangle by making a planned message from SAY to CONFIRM because it comes from the mouth of a third party It goes under the marketing radar -"say" is what a company promises "Confirm" messages come from other customers and media who either reinforce or contradict the say/do messages
What is a creative brief? What is its key component?
A creative brief is a plan that outlines the strategy for designing the product. Its key component is insight Basic idea: abstract answer to a perceived desire or need
What is the definition of PR?
A strategic communication process building mutually beneficial relationship between organization and their publics
What is exaptation?
A trait currently having one function, but which evolved to have another
What is design?
A way of looking at the world with the intent of changing it. To see not just what it is, but what it might be.
What are the three main disciplines within an ad agency? Be able to define role and the process via an example.
Account planning: responsible for research and instant insight and creativity are key Account management: client service, content management and liaison between working departments and the brand of the client Creative: develops concepts ads and campaigns
Definition and benefits of the different marketing communication choices.
Advertising: develop and manage the brand communication Public Relations: building advocacy/good relationship Sales Promotions: marketing activities to boost sales Experiential Marketing: involves consumers in evolution of brand Cause Marketing: for-profit business benefits from non-profit business or supports a social cause
What is the adoption curve? How has digital changed how marketers use this information?
All products were launched to the majority Mass media was able to target everyone with mass tv before 2000's
What is puffery and how is it different than deception?
An expression of opinion not made as representation of a fact. Example: Budweiser: "Nothing beats a bud" Can't necessarily prove that something does or doesn't beat a bud in the first place because there's no fact-based information on what a bud is. So the expression is puffery. Deception is misleading copy or other information about a product that appears to be based on fact when it actually isn't. MUST LEAD TO MATERIAL INJURY (CAN BE AS SIMPLE AS WASTED MONEY ON PRODUCT) Example: when POM Wonderful sued Ocean Spray over their title of Pomegranate juice seeming deceptive when they only had 1% Pomegranate juice in it. (Ocean Spray ended up winning considering 1% is still an ingredient for titling it by decision of the FDA.)
What is the definition of post-digital? How has it been used by marketers?
Attitude more concerned with being human than digital How do we play with lives online and offline - everyone now has phones and how do we use that Created real time marketing: Tie yourself to what people are doing in live time to build your brand If Created branded content people are there they see it, if not they see it online
What is targeting? Be able to define and identify the different types.
Behavioral targeting: Purchase and usage behavior Heavy users Brand switchers Brand loyalists Life Event Targeting: Targets communities of people sharing a common life experience EX: first job, first car, marriage, first kid, new home, etc. Shift from buying a BMW to a minivan Interest Targeting: People bonded together by a specific common interests or hobbies EX: People who game, knit, bake EX: Comicon
How did the Industrial Revolution impact the creative industries of advertising, PR, and design?
Big moment in time when products for the masses were made...this was when the PR, Ad., marketing industries to promote these products became important. -it created an urban culture -moved lots of people into smaller spaces (from the farm--the city) -created "western" culture (railway connected coasts, people moved west) -modern technology was revolutionized (type writer, can opener, printing press)
What is the adjacent possible? How does it impact innovation?
Captures both the limits and the creative potential of change and innovation. It impacts innovation by having boundaries that grow as you explore those boundaries. (house expands with each door you open) each new innovation opens up new paths to explore You can have great ideas, but it needs to be in the right environment or it will be before its time (youtube and mid 2000s internet) If someone says, "that idea was before it's time" that means it probably lacked the adjacent possible
What implications have the introduction of new technology had on the commercial communication industry?
Causes change in consumer culture. People could create their own content on the internet. Visual language emerges TV disrupted pop culture, business, and society News starred emerged, traditional media lost its audience
What is the intersection between chance and the connected mind?
Chance favors the connected mind
What factors produced the 1960's creative revolution? What campaign is associated with the beginning of the revolution?
Clothing/Style change Family life- mom stays home, lifes easy, turned to woodstock Bill Bernbach, Volkswagen beetle car campaign, Rosser Reeves fueled revolution. His approach was to have a single message and repeat it as often as possible
What is commercialism? (2 parts) How does marketing communication fit into this?
Commercialism has two parts -Commodification -Marketing We have this need for meaning, this is the essence of commercialism. To make things meaningful when they might not have as much meaning you need to have a message & a brand strategy if you are going to create an idea of commercialism (to make things sound better than they are)
How is digital changing consumers and their relationship with brands? What is the significance of BMW Films, Mentos/Diet Coke YouTube video and the Burger King Subservient Chicken microsite in the history of digital?
Consumer generated content took off This is when media influencers started to come forward Media Neutral Ideas - instead of video/tv/press release ad, they said what's the best idea to solve this problem. And then they did it
What was Web 2.0? How did it affect online communication?
Consumer generated content! The buyer was creating the reviews and what the brand represented, was no longer reliant on what the brand said about itself. Its what youtube, tumblr, twitter, facebook etc was saying 2004 was the rise of the microsite
What is the definition of creativity?
Creativity: The generation, development and transformation of ideas that are both novel and useful for solving problems. Creativity is problem solving (creativity has to be useful and novel for problem solving) Creativity can be someone who is an artist, problem solver, idea generator, critic, motivator, or information geek It's a myth that creativity cannot be learned....you can become creative by learning how to be a productive thinker (Thinkertoys) Productivity can be learned
What is the purpose of advertising?
Develop and manage brand communication for marketers
How does disorganization impact the brain?
Disorganization in the brain allows for seemingly unrelated ideas to collide in order to create ideas or further a hunch the more disorganized your brain is, the smarter you are
What does #HasJustineLandedYet teach us about the power of social media?
Don't tweet anything that's dumb because you never know when it'll become viral
Why is the adjacent possible so vital?
Dreams and sudden sparks of thought explore the adjacent possible combining various unrelated ideas and sometimes reveal remarkable solutions to problems at hand
Why is the period of time between 2001 and 2013 considered a media revolution? Be able to explain the adoption curve and changes to mass media.
Emergence of digital Change in consumer culture Change in media structure within the industry Idea of the "39 hour day," we spend 39 hours of daily activity, due to multitasking
How does error add to the process of innovation and ideas?
Error adds to the process of innovation and ideas because errors often create a new path that leads you out of your comfortable assumptions. Innovation environments thrive on useful mistakes and suffer when the demands of quality control overwhelm them. The best innovation labs are always a little contaminated → good ideas are more likely to emerge in environments that contain a certain amount of noise and error. "Fail Harder"
What does "walk in stupid every morning" mean?
Everyday is a new day in advertising. Walking in "stupid" means to come in fresh everyday, pretend you know nothing, and work with a clean slate to create the best work possible. Regardless of what happened yesterday.
What is consumer engineering? Who created it? How do we see this in marketing today?
Forced obsolescence, otherwise known as styling the goods Earnest Elmo Calkins Making goods or more durable goods, you want people to buy them Calkins created through marketing/messaging you could get people to buy over and over again Example today: iphones
What is preemptive reason why, how is this different than reason why or unique selling proposition?
He understood that there were more & more products in the marketplace why should i use this product (over another?) (give them a reason before they think of it) He saw that you could tell people that your product did something "better or "first" then they would buy it. He started to use ad agencies to do this Ex) Pepsodent: Fluoride toothpaste. He said that his product would move plaque on teeth, have pretty teeth & became successful and happy etc
What is the difference between a product and a brand?
How people feel about a project, A brand is no longer what we tell consumers it is. It's what consumers tell us it is Center of everything in marketing
Why are the creative industries important?
Human creativity is the ultimate economic resource
How is the physical structure of a place or building important to innovation and ideas?
If the building can be changed and adaptable to fit whoever needs it, it allows for the better development of ideas and hunches to form. More open spaces lead to more communication and ability for ideas to grow
How does the economy impact creativity?
If the economy is in a good place, advertisers will be more willing to take risks.
Why is it important to study history? Be able to explain the ocean analogy and the difference between human needs, truths and desires, trends and fads.
If we can understand how historical circumstances created trends and fads, we can: -Better predict changes in the market -Better understand the future -Become more aware and therefore be in front of market changes Ocean Analogy: Think of marketing as an ocean. Everything we do is about movement. There is always a current where things move and change, but some things stay pretty consistent. Creativity helps us understand what does shift and change culturally.
What is the definition of real-time marketing? How has it been used by marketers?
Inserting self into world and what people are talking about to get people to talk about you Created branded content
Know the difference between "right" and "interesting" strategy. Be able to identify examples
Interesting wants to be bold, disruptive, to shake things up and draw attention Different from everything you see all the time Ex. Atlanta child who wore a cap all the time - was it the right choice to wear a cap everyday? Maybe not, but I'll remember him for the rest of my life Interesting makes us ask a question Right: likes to be validated to feel comfortable, to stay on the safe side Being right is cemented, not necessarily will foster a question or provocative
How do invention and collaboration interact?
Inventions and collaborations go hand and hand as inventions come from ideas and ideas are expanded upon by other people's hunches and ideas
How does exaptation add to the process of innovation and ideas?
It adds to the process of innovation and ideas because it helps us explore the new possibilities that lurk behind the doors of the adjacent possible
Goals, strategies and tactics: how are these used? What is their purpose?
It all starts with objectives and strategies Business Objectives- Grow revenues, increase usage, what you are trying to achieve Strategies- Overcome brand taste barrier (silk milk), how you plan to achieve them Tactics- Promotion, PR, in store, execution of those strategies
How does being wrong change our perspective?
It forces you to explore, instead of keeping you in place We have to challenge our assumptions and adopt new strategies It forces us to look for new doors in the adjacent possible
What is the 10/10 rule? How has it changed?
It generally takes a decade to build the new platform, and a decade for it to find a mass audience. However, Youtube broke the 10/10 rule: it went from idea to mass adoption in less than TWO years.
What is the purpose of the FTC? What types of issues do they address?
Its principal mission is the promotion of consumer protection and the elimination and prevention of anticompetitive business practices, such as coercive monopoly. Over time, the FTC has been delegated with the enforcement of additional business regulation statutes and has promulgated a number of regulations.
What is the definition of insight as it applies to commercial communication?
Key component to a creative brief is an insight (usually the first idea) Definition of insight - a deep understanding of a person or thing; the Aha moment
What is a brand?
(Attributes, values, vision) -Packaged goods, Durable goods, services, technology, retail, media, people. -Brands are everywhere, we are all creating our own brands even when we don't realize it
What are the five different types of industries? Where do advertising, PR and design fit in?
-Human creativity is the ultimate economic resource Creative Industries include: -Architecture -arts -Media (new and legacy media) -Games (entertainment) -Marketing Communication (advertising, public relations, design, etc.)
What are planned versus unplanned communications?
Planned: controllable. Advertising, public relations, promotions, events, cause marketing, social, product/service Unplanned: limited control. Word of mouth, media coverage Different messages do different things *Planned marketing is very controllable *UNplanned has limited control for the brand
What is postmodernism as it relates to these industries? How does it impact the creative industries? When did it start and what brands first used it?
Postmodernism is the borrowing from areas of culture Example: Apple 1984, Nike including beatles music Started in the 1980's
What does "taking your shirt off" mean?
Presenting your creative ideas is a vulnerable process, like taking your shirt off.
How is programmatic advertising changing targeting? How is addressable media related to programmatic advertising?
Programmatic: knowing that I can send a different message to a different group of people. → human element of advertising With the influence of technology programmatic advertising is able to target people based on purchase history/demographic information collected through algorithms. Addressable media is more extreme programmatic advertising → will continue to grow
What is needed for a societal issue to tip?
Public dialogue = Shift in public attitude = Change in behavior
What are the eight controversial issues covered in lecture? Be able to define them, identify them, and give examples.
Puffery Advertising to children Decency Privacy Disclosure Perpetuation of negative values in the context of a message Stereotyping Controversy puffery and how is it different than deception?
What are the "issues" surrounding public service announcements?
Purpose of the agency Disturbing content Not "real" advertising Can advertising provide enough motivation to spark change? Child abuse Smoking Homelessness
What is the link between questioning and innovation?
Questioning is a start to innovation Questioning + Action = Innovation