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123 Cards in this Set
- Front
- Back
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HUMOR IN ADS
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Know the difference b/w humor and jokes. Humor is better,
Relate to the Human Experience. Make Sure the Humor is central to your product message Understand your audience's sense of humor Avoid Humor At The Expense of Others Have fun with your product but don't make fun of it Don't assume your audience is stupid |
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Advantages of Celebrity Endorsements
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- They have stopping power
- Fans idolize celebrities - People are Fascinated about the personal lives of celebrities -Their unique characteristics can help communicate the selling idea - They're perceived as experts in their fields |
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Disadvantages of Celebrity Endorsements
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- they're expensive
-They're often a quick fix, not a long-term solution - they may lack credibility -they may endorse so many products that it confuses people - They can overshadow the message - they may disparage your brand when they think no one's listening - bad press about the celebrity can hurt the sponsor |
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Advantages of Trade Characters
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- don't age, appeals to different generations
- control over them - attract a loyal fan base |
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Creative Advertising makes a _____connection with its target audience and presents a selling idea in an _______ way
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relevant, unexpected
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IKEA
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- first Ikea in NY opened in Brooklyn by Deutsch
- target audience: NY women, specifically NY moms, age 25-54. - "IKEA is a destination for inspiration" - found inspiration from flat-packed in cardboard boxes, ready to take home - hired artist/architect to create gigantic sculptures of NYC landmarks our of IKEA boxes. Featured in TV, print, and out-of-home media. Later displayed on site. - fully decorated room setting traveled NY -mass-transit messages - messages on bus shelters - subways signs reinforced how easy it was to get to - free water taxis - delivery |
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How does what you know and think about a brand come through in personality?
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- identity and image
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WHat is a brand's identity?
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its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public. Includes its name, logo, tagline, color palette, architecture, and even sounds
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Brand Image
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the public's perception of the company or brand.
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Identity+ Image=
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Reputation
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The Brand's "Gestalt"
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the whole is more than the sum of its parts.
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Reputation
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less fleeting than its image and a lot harder to shape. It is formed over time and through the overall impressions of brand image.
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NAME
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important asset
- a good name breeds success, cant shield a company from poor performance - just one part of the brand identity |
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LOGO
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- the visual symbol a brand or company uses to identify itself to consumers
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Tagline
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- a short phrase typically used with a brand name or logo. Brand's slogan or motto.
- changes over time - in the short term, having a popular and memorable tagline helps people associate the tagline with the brand - a tagline that has become a part of popular culture is close to becoming cliche. |
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Color Palette
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- single color can help market a product
- color alone is also a marketable element of identity |
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Architecture and Interior Design
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- what does the building/office say about the company?
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Sounds
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- may serve as a trademark
Ex. AFLAC |
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A brand's identity is typically developed only after ______
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thorough research
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internal audience
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employees and perhaps other people who have a close connection to the brand
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External Audience
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customers, shareholders, vendors, the community,and other stakeholders
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Integrated Marketing Communications
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the idea that a brand will communicate most effectively if it send a unified message through multiple media
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3 areas of the law that protect intellectual property are:
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1. trademark law
2. copyright law 3. patent law |
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Papa John's
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- fresh ingredients
- number 1 in customer satisfaction - pie from the sky in wheat field by DIA |
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Dove Campaign for Real Beauty
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- understands that beauty comes in all sizes, ages, and ethnicities
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African Americans
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- teens spend 20% more than the avg US teen on items such as clothing, casual/leisure shoes, and video game hardware
- more brand loyal when it comes to personal care products, footwear, and food purchases |
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Hispanic Americans
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- varied tastes in food, clothing, and music.
-allocate 100% more of their budget on apparel for babies, 67% more on apparel for girls, 33% more on apparel for boys, 22% more on apparel for men. - tend to have larger families - recognize importance placed on family and tradition |
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Asian Americans
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- spend more than avg US households on housing, education, vehicles, insurance, and pensions
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How to reach ethnic minorities?
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- feature minorities in starring roles, not just in the background
- seek the opinions of people who hail from the culture you are targeting - be sensitive to nuances in language - show diversity of each group - learn about their heritage |
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Tips to Reach Older Market
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- don't think of older people as just one market
- don't specify age - cast models who reflect the way your audience feels - tell the whole story - legible type - dont remind them of their vulnerability - show them as happy - dont call them names -try and ageless approach |
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Americans With Disabilities Act
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requires retailers and other public places to make accommodations for people with disabilities.
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Verizon Wireless "How Sweet The Sound"
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- touched heart and soul of African American community
- competition to find best church choir in Memphis, Ten. - grew Verizon Wireless sales and market share -won a gold effie |
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What needs to be done before you do research?
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you need to define the questions or problems you're investigating
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Syndicated Market Data
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a number of research companies offer paid subscribers a detailed look at the lifestyles and shopping habits of various US markets
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Primary Research
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observation, focus groups, surveys, experiments
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Icelandair and Baltimore Washington International Airport
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- focused all available media dollars into radio, Metro subway car cards, and signs on the back of buses, staggered to stretch Icelandair's budget as far as possible.
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Strategic Planning
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the stage between fact gathering and creative execution
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Strategy
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the way you plan to sell the product, not the words and images you use to do so.
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Creative Briefs
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summarize the consumer and brand insights that are uncovered during the research stage. Written by account planners.
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Writing the Creative Brief
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- should include only what's relevant to solving the advertising problem. One page.
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Gatekeepers
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the people who influence the purchasing deicsion for your target audience
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Rational benefits are easy for competitors to _____
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copy
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The McCann Erickson Agency Approach
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suggests that you climb inside the head of your consumer by acting as if you were that person, writing your responses to the first six questions in the consumers voice and the final question in your own voice.
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Foote, Cone & Belding strategic model
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1) some purchasing decisions are based more on logic; whereas others are based more on emotions
2) some purchasing decisions may involve extensive deliberation, whereas others are made with little or no thought. |
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James Webb Young's 5 step process for producing ideas:
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1. immersion
2. digestion 3. incubation 4. illumination 5. reality testing |
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campaign
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a series of ads that reflect the same big idea and have a similar theme and attitude
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Headlines
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- job of the copywriter and art director to create headlines that turn skimmers into readers
- capture the audience of your target audience - select your audience - lure readers into the body copy - communicate a benefit - reinforce the brand name -emotional connection -enhance a visual |
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Direct Benefit Headline
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offers readers a reason to use the product
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Reverse Benefit
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imply that consumers will be worse off without the advertised product or service
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Factual
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people love to read interesting pieces of trivia
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Selective Headlines
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attract a specific audience, address it in the headline
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Curiosity Headlines
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tempt your readers with just enough info to make them want to read more
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News Headlines
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Many advertising experts believe that the word "new" is one of the most powerful in a copywriters vocabulary
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Command Headlines
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order readers to do something
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Question Headlines
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piques curiosity and involves the readers int he ad.
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Repetition Headline
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hammer home the message
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Word Play Headline
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writers love to play with words, twisting them in a way that gives special meaning.
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Parallel Construction Headline
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repeat the structure of a phrase of sentence to emphasize a point
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Rhyme Headline
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repetition of sound to make a point
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Slogan
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a good slogan captures the essence of the brand in a few words
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Steve McKee's 5 words that should never be used in an ad
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1. quality
2. value 3. service 4. caring 5. integrity |
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North Carolina Plays a Starring Role
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- recruited several films
- offers an impressive array of locations, from beaches to tropical swamps to panoramic vistas - mild climate - southern hospitality - |
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Design Principles
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- balance
- contrast - harmony - proportion - movement |
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Gestalt Theory
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whole is greater than the sum of its parts. although the parts can be--and should be--observed and analyzed on their own, the whole of a design should strike you first.
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The 5 R's of Design
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- research
- roughs - revise - ready -run |
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Inviting Readership
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- dont set type wider than 39 characters
- avoid setting copy in less than 10-point type - break up long copy blocks with subheads pg. 182 |
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Why is Steve Jobs Creative?
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- innovative
- not manifested through arts -problem solving -curiosity -solving problems that others want to be a part of |
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Myths About Creativity
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1. creativity comes from creative types
2. money is a creative motivator 3. time pressure fuels creativity 4. fear forces breakthroughs 5. competition beats collaboration 6. creativity just happens |
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Define Creativity
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- process of enjoying something (fun)
-unexpected -getting your thoughts out -surprising -enjoyable -inspirational -finding connections |
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Leo Burnet Def. of Creativity
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the art of establishing new and meaningful relationships between previously unrelated things...which somehow present the products in a fresh new light.
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Intrinsic Motivation
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“to engage in an activity primarily for its own sake” based on “how interesting, involving satisfying, or personally challenging” we find the activity to be. –Collins and Amabile (1998) (test taking example, have to do something now—best we can do)
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Extrinisic Motivation
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to engage in an activity “in order to meet some goal external to the work itself, such as attaining (check blackboard)
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Howard Gardener Multiple Intelligences
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o Verbal/linuguistic
o Mathematical/logical o Spatial- adeptness at recalling visual patterns o Musical o Bodily o Intrapersonal- observed in very intuitive people o Interpersonal – observed in good teachers and salesmen |
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Graham Wallas (1926)
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Social Psychologist-Four Stage Creative Process Model
• 1. Preparation- identify problem, gather info • Incubation- file the problem away while subconscious works on it; surprise connectiosn are made • Illumination- the “aha!” moment • Verification- testing, feedback; internal verification (self, team), external verification (field) |
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Mid 90s Corporate Epiphanies
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- brand manager: create and maintain a whole meaning system for people
- madison and vine: entertainment + adv. Ex. sex and the city |
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Graham Wallas
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Graham Wallas (1926)
Social Psychologist-four-stage creative process model 1. preparation-identify problem, gather info 2.incubation- file the problem away while subconscious works on it; surprise connections are made. 3. Illumination-the “Aha!” moment 4. Verification- testing, feedback; internal verification (self, team), external verification (field) |
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Alex Osborn (1942)
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The O in BBDO/”How To Think Up”
Introduces Notion of Brainstorming • 1. Quantity can create quality/divergent thinking • 2. Keep criticism in check • 3. Welcome new and different ideas • 4. Combine ideas for more |
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Brainstorming: Alex Osborn 7 steps
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Orientation-point out and realize the problem
2. Preparation- gather data and observations 3. Analysis- break down the problem 4. Ideation- brainstorm, find ideas 5. Incubation-evaluate ideas, internal+external 6. Synthesis- create from ideas, put it together 7. Evaluation- consider and test the results |
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The Rules of Brainstorming
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1. Everybody’s Equal. No Fear. No failure.
2. Don’t filter or edit 3. Take notes. Record it all, somehow 4. Go off track, but remember the track 5. Be open to the strange. And build on it. |
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Convergent Thinking
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Measured by IQ tests
Involves solving problems with defined or predetermined solutions, rational problems with one clear and correct answer A thinking tool used in judgment and evaluation |
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Divergent Thinking
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Where similar ideas and concepts become increasingly different the more you ideate
Allows for the accumulation of lots of ideas for problems where a solution is not already defined, and one answer does not necessarily exist The more you dig, the more gems you find ex. mind maps |
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Paul Torrence (1960s)
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Professor of ED Psych. Univ of Georgia
Explored how to develop creative talent in children and adults Questions the notion that IQ tests alone were enough to measure intelligence Developed the Torrance Test of Creative Thinking (TTCT) to evaluate creativity in four categories. The TTCT Test Measures: Fluency: How many ideas can you generate? Flexibility: How many different categories do your ideas cover? Originality: how many of your ideas were different to those of others? Elaboration: how many ideas involve manipulation/addiction/subtraction? |
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Mihaly Csikszentmihalyi
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Univ of Chicago: Chick-sent-me-hi
Flow: An optimal experience in which one is fully absorbed and energetically focused on an operation that stretches a person’s capacity and provides an element of discovery and novelty. Can achieve something great with this. It’s the Zone Being on fire. The happy place. Getting lost in it. |
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9 characteristics of flow
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The 9 characteristics:
1. clear goals 2. you can receive (or give yourself) immediate feedback 3. balance between challenges/skills 4. action/awareness merge 5. no distractions 6. no worry of failure 7. self-conscioussness disappears 8. sense of time becomes distorted 9. acticity becomes autotelic Autotelic: |
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autotelic
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• Those activities that are self-rewarding. That one does purely for the act of doing.
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What does adv mean?
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. Try to find a connection point between the brand feature and the consumer need
2. brand insight+consumer insight= sweet spot 3. the simple human truth that drives a brand to make a person-to-person connection with a consumer |
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Finding Insight
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think like a real person, not a marketer
-be a friend, empathize -be in the consumer’s world -understand hopes and fears -people are not statistics -don’t keep your distance: ethnography |
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Characteristics of people
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- people aren't looking for ads
- people don't want to be convinced - people don't need another message to buy something they dont need |
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What is a creative brief?
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the creative brief is a deceptively simple one-page summation of the target, and how they can connect with the brand
The creative brief is written by the account planner, in collaboration with the client, the AS, the CD, and the PR team |
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1950s
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characterize: targets one austience. Middle class high society. Mass market. All-American. Very soft middle. Template that we all need to fit in by access to these products. Not trying to make an emotional connection.
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Commonalities of 50s ads
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• Cute charcters and icons—thejolly green giant, snap, crackly & pop
• Cheery jingles and slogans • Repetition • No real style or substance • Hard sell • Kitschy typography • Streamlines view of family: everybody ok? • |
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Rosser Reevs 1950s
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USP- Unique Selling Proposition
Anacin-the most disliked ad of the decade “Get a message into the heads of as many people at the lowest cost” Anacin: shooting right for the middle. |
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Leo Burnett 1950s
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Chicago Ad Man
The Marlboro Man, Tony the Tiger, Charlie the Tuna, The Keebler Elves Voted Ad Man of the Century by TIME magazine for creating lasting brands - created tone of voice |
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David Ogilvy 1950s
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Rule Setter:
1. use the brand name in the headline 2. don’t be clever 3. avoid analogies and superlatives 4. write sentences less than 12 words long 5. Make at least 14 references to people per 100 words 6. avoid humorous copy 7. use photographs, not illustrations David Ogilvy- Rolls-Royce He stripped away some of the typography, illustrations, etc. |
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1960s
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The Age of Bernbach
“I’ve got a great gimmick. Let’s tell the truth.” What is different from 160s ogilvy to bernbach? TAGLINE. Sense of concept. Not telling you everything right away. Simpler, broader. |
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Bernbach's Contributions
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“Bernbach took the exclamation point out of advertising” –helmut krone
The beginning of paring teams of copywriters and art directors together. Greater reliance on intuition than scientific research Self-deprecation Bernbach’s Contributions (pt 2) • Emergence of an advertising concept • Not soft sell, but softer sell • Changed the agency-client relationship (strategic partners) |
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Howard Gossage 1960s
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most of the 60s Revolution was New York based. Gossage hailed from San Francisco
“Advertising should be a conversation” ads included a response device encouraged interactions. –Ranier Ale |
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Mary Wells 1960s
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- opens wells rich greene
becomes perhaps the most successful woman in advertising to date Alka-Seltzerm Braniff Airlines, I (heart) New York -emotional |
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Defining Characteristics of 60s Creative Revolution
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shift from redundancy to novelty
-more provocative engaging ads asked you to participate -not soft sell, but softer sell -changed the agency-client relationship - emotional resonance, honesty -brand personalities emerge -little adherences to past rules -born and nurtured in Chicago and New York City |
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Creative Agency Roles
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• Teams are the Key
o Can’t create in a vacuum o Bernbach: put art director+copywriter in the room together to find ideas o Jerry Hirschberg, the creative priority: Put unalike team members together for friction and heart, producing new ideas o Balance between talents and personality |
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Types of Agency Teams
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• Holding company groups- collections of individual agencies owned by holding companies, often work together on client projects Ex. Omnicom, WPP
• Subagency Teams: groups within an agency who work on a specific collection of clients—can bring experience to categories or clients with similar interests • Brand Teams: Groups within an agency devoted to a specific brand • Pitch Teams: Groups within an agency assembled to bring the right experience to a specific (new) business pitch • |
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Agency Structure
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- chief creative officer
executive creative director creative director associate creative director sr art director/copywriter art director/copywriter jr art director/ jr copywriter interns wild card: freelancers |
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Chief Creative Officer (cco)
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• Guiding creative force in agency
• Can also be agency president/senior role • The name may be on the door • Responsible for wide agency management and leadership, new business, global perspective • Broad oversight and review of agency creative work and staff Ex. Skittles (chiat day/new york) : chief creative director’s impact would be developing relationship to get skittles to come to your agency. |
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Executive Creative Director (ECD)
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• Senior leadership, may be one or more
• Day to day client leadership staff leadership • Manages several clients at once • Manages several creative staff groups • Strong daily oversight and review of agency creative work and staff: often final say before clients sees agency work • Makes $125,000-$250,000 • Ex. Mentos (now in gum) (euro rscg/tel aviv) • In room when presented to client or saw it before hand. Talked to client about it. Understand how to make the best possible creative and solve the clients business problem. Push boundaries to make sure agency does best possible work. • |
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Creative Director (CD)
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• Usually Several
• Day to Day Client Leadership, Staf Leadership • Manages 2-4 clients • Direct mentorship of agency creative staff, good at fostering ideas and putting the right brains on the right products • Probably 10-12 years in the business • Sometimes produces work • Day to day bosses • $125-150,000 + great travel |
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Branding + Design
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- the essence of integrated communication
-the summation of every touchpoint and experience that a consumer has with an entity -collection of consistent graphic and verbal cues: typeface, voice, logo, color palette, mood, photography style, more -The combination of these cues creates a brand personality designed to resonate with a group |
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Branding + Color
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customary to develop a color palette to create emotion, energy, value, more
-trademark color -custom colors: pantone (custom spot colors) - choosing a color is in part creating emotion, in part carving out a strategic point of difference |
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Account Management Team
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assistant account executive
account executive senior account executive account director this team is involved in managing the day-to-day business and relationship with the agency’s clients, including strategic work, securing approvals for creative, managing budgets, managing correspon- dence, managing deliverables, and growing the client’s buisness |
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Account Planning Team
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assistant account planner
senior account planner planning director the planning team is responsible for developing strategic insights, working with clients, consumers, and creatives to develop a strategic platform from which to develop a campaign. their work, often summarized in a creative brief, helps the creative team develop a strong and relevant message |
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Creative Team
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unior copywriter
junior art director copywriter (cw) art director (ad) associate creative director (acd) creative director (cd) executive creative director (ecd) creatives start out as junior copywriters or art directors, working in teams to develop the creative ex- ecutions that we see every day. copywriters specialize in writing, and art directors specialize in visu- als, but they work together to develop ideas and concepts, and execute them as a team. acds, cds, and ecds have the responsibility of managing several ad/cw teams and ensuring that work meets high creative standards while solving the client’s needs. cds and ecds are charged with keeping a broad creative vision and to guide the creative work to its highest levels. |
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Media Team
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media planner
senior media planner media director the media team is responsible for developing strategic media plans that work with the overall brand strategy, and to manage those plans and purchase media space. media planners need a strong cre- ative point of view, as they often contribute by discovering innovative media choices that further the creative message and the client’s needs. |
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Project Manager
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manages the workload of creative teams, and often has a hand in recruiting and hiring
creatives at the direction of cre |
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Traffic Manager
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follows the work throughout the agency to ensure that timelines are met and that all tasks are
completed. take a print ad, for example. this may include tracking that the ad has been shot and completed, approved internally and externally, approved by legal, proofread, and sent to the publication on time |
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Print/Production Manager
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oversees the print production process, including biddiing out printing costs and production
costs, coordinating with creatives to ensure that proofs and layouts have been approved, and working with publications and printers to ensure that the proper files have been delivered and produced on schedule |
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Studio/Production Artist
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works with the art director’s initial layouts to ensure that the files are of the proper resolution
and meets all mechanical specifications of publications, color corrects and retouches images, creates sophisticated computer composites, and creates original designs |
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Interactive Producer
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oversees the web and interactive development process from initial idea to design,
programming, QA testing, and launch |
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film producer
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works with the creative team, the client, and directors to produce tv spots, web video, and
other video projects, including managing shoot schedules, bidding, budgets, editing, assistance with music house selection, and film finishing |
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Why Facebook's Vending Machine Can Teach You About Brainstorming
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-keyboards, cords, usb drives
- computer accessory distribution= time burden - FB engineers brought in vending machine to sell computer component and accessories - payment system takes employee ID cards --> product billed to proper dept - innovative solution |
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The Writing Center: Brainstorming
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- freewriting
- break down topic into levels - listing/bulleting - 3 perspectives: describe, trace, map -cubing - clustering/mapping - relationship b/w the parts - journalistic questions - thinking outside the box - charts/shapes - consider purpose and audience - dictionary, thes, ency - closing - sourcs |
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Cisikszentm... Finding Flow Article
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effortless consentration and enjoyment. SKiing down a slope. full attention movements of body , position of skis, air past face, snow treesrunning by, no room in awarenees for conflicts. run so perfect you wont want it to end. "in the zone"
- full involvement of flow= excellence of life - dependent on our own making. leads to increasing complexity and growth in conscious -flow occurs when a person focuses a clear set of goals that require appropriate responess - focus on goals that are clear and compatible and provide immediate feedback - flow also happens when a persons skills are fully involved in overcoming a challenege that is just about maneagable, so it acts as magnet for leaning new skills and increasing challenges - study flow--Experience Sampling Method. found flow genrally occurs when a person is more flow on job than free time. free time more difficult to enjoy than work. interaction have many charac. of flow activities and they require the orderly investment of mental energy . change setting, tim eof say, goals to reach flow. |
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Do ADvertising Awards Matter?
6 reasons why awards matter, but suck |
6. amards are expensive--leg up on competition if you have $
5. awards are confusing 4. awards are validating 3. awards are who you know and who you know 2. the best doesnt always win 1. clients pay attent. to awards |
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US Agencies Awarded Cannes 2011
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W+K
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James Webb Young and the Idea
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1) get down tentative/partial ideas--> forshadowing
2. tired, hopeless 3. no effort af a direct nature. put problem out of mind. 4. Idea |
