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29 Cards in this Set
- Front
- Back
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What city was David Ogilvy from?
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New York
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Who is the Mad Men character Don Draper modeled after?
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David Ogilvy
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What are two famous ads of Ogilvy's?
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"The man in the Hathaway shirt"
"the loudest noise in the new Rolls Royce..." |
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What was Ogilvy's formulaic layout?
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image, headline, copy (columns)
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What was the essence of Ogilvy?
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Don't meet them where they're at, meet them where they want to be. (Always UPSELL.)
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Where was Leo Burnett from?
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Chicago
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Who was known for inherent drama?
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Leo Burnett
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What was the name of Leo Burnett's notebook that he kept?
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Corny Language
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What was the essence of Burnett?
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Meet people where they're at, and speak from the heart.
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Where was Bill Bernback from?
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New York
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What was Bill Bernback known for?
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simplicity in his advertising and tapping into clients' emotions.
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Essence of Bernback:
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Tap into the emotional relationship between the client and the product.
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What was the essence of Hal Riney?
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Be authentic.
Be real. Be pithy. Don't force it. (understating is better than overstating) |
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Where was Hal Riney from?
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San Francisco
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What are Patrick Fallon & Tom McElligott known for?
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Fallon Worldwide - it's the kind of advertising that makes you a little nervous.
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Wieden Kennedy - what is their approach?
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irreverent humor, hip cultural references, cinematic story-telling i.e. Just Do It for Nike
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Who coined Just Do It?
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Wieden Kennedy
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What was the motto of Jeff Goodby and Rich Silverstein?
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treat people with respect.
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Who did Burger King ads, and is famous for publicity stunts, viral marketing, cultural tension, and generally no boundaries?
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Crispin, Porter, and Bogusky. (Sam Crispin and Chuck Porter).
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Client presentation top 3:
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1) anxiety (healthy)
2) know your audience 3) believe in your work |
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other things about client presentations:
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review the brief
know the work inside and out leave the kitchen sink at home you and the client are on the same side stay focused and on point BREVITY IS THE ESSENCE OF WIT. |
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What does PR do?
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generates publicity for your brand by building rapport with customers, investors, voters, the media, and the general public.
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What are two tools PR uses to generate publicity?
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media kits & speaking opportunties
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What are some guidelines in writing a press release?
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nail down a broad newsworthy topic/story, back up your lead paragraph in the body, add your boilerplate.
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Is experiential marketing more of a crazy stunt or an idea?
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idea
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In experiential marketing, consumers are ____________ receiving the message.
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actively
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Experiential marketing means you're _____________ with the customer in meaningful ways in order to ___________________________.
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interacting, bring your brand to life.
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What are some characteristics of effective experiential marketing?
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relevant,
customers can interact directly w/ product engages senses appeals to cust. rationally/emotionally |
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Advertising has been and will always be about one thing....
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SELLING SOMETHING.
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