Unit 3 - unit 3, good notes for the exam PDF

Preview

Summary

unit 3, good notes for the exam ...

Description

How do agencies develop an idea? Creative process ● Creative brief ○ Distilling all the questioning, research, to create something brief ○ Key component is an insight ○ Insight- the capacity to gain an accurate and deep intuitive understanding of a person or thing ○ Basic idea- is an abstract answer to a perceived desire or need ○ Case study: Ortho ■ Company insight- gardeners have an internally driven desire to create and nurture a living thing ■ Insight- consumers hate fire ants ● No connection to the gardening feeling ■ Deep-seated hated and a desire to kill.. Popular method is to pour gas on them and watch them die ■ Ads needed to provide same feeling of satisfaction ■ Strategy- ortho fire ant killer gives you power to annihilate fire ants and keep them from coming back ■ Creative message: Kick fire ant butt ■ Results: ● Sales rose by 70% ● Publicity and press ○ Complaints by PETA ○ Local animal rights groups got involved ○ Requests for commercial exceeded requests for songs ● Won mercury award ● Concepts ○ Make boring things interesting ○ Mercedes ad with chickens ○ Rover dog walking ad ○ Concepts aren’t just one idea, but a lot of ideas ● Campaigns ○ Executional idea ○ Coke created the idea of santa/how people see santa ○ First ad with racially mixed cast ○ Football player ○ Coke with polar bears ○ Open happiness ○ Share a coke with a friend

●

Production ○ Message ■ Producing advertising ■ Designing press packets ■ Executing publicity tours ■ Bringing designed objects to market ○ Placement ■ developing/executing purchased media ■ News release distribution ■ Event placement ■ Influencer marketing execution ■ Content marketing execution ■ Owned media management-search, etc. ○ Whatever the idea is, it gets made (website, logo, etc.) ○ Make the final product that everyone sees ○ Taking an idea to market in a spectacular way

Coke ● Been around since before 1900 ● Basic idea/strategic concept ○ Inspire creativity, passion, optimism and fun ○ Have used this idea for 60+ years

Josh Shelton-Associative Creative at CP+B ● Copywriter; creative department ○ Get paid to come up with ideas ○ He’s a copywriter ○ Associate creative directors ○ They make tv, radio, print, social, and web content ● You can hate ads and still love advertising ○ His job is to make ads better ○ Serve the clients and the people you’re talking to ○ The people, the creativity, the production, the variety, the challenge without the struggle ● And you can hate advertising ○ A terrible batting average by design ○ There is no hiding in a creative department ○ You’ll see more death than haley joel osment ○ Work-life vs work/life ● Why are there so many bad ads out there

Peter Deluca -SVP, Brand and Acquisition; T Mobile ● Fastest shrinking wireless company ○ -2.2 million ●

So many firsts ○ Android smartphone ○ Nokia windows phone in the us ○ First wifi (in starbucks)

A history of standing broadjump ● Stand alone campaigns ● Multiple brand colors The un-carrier- T Mobile; they’re about the customer The carriers- verizon, at&t, sprint We changed wireless for good ● Simple choice ● Jump ○ Get the phone you want when you want ● Simple global ○ Now your data plan has a passport ● Music freedom ○ Data charges do not apply ● T mobile tuesdays- get thanked- get the app ○ Get thanked with free stuff and epic prizes every week ● Team of experts ○ Real customer service takes real people ● Bringing the un carrier to the big game ○ 900k mentions ○ 10 b impressions ● How do you take your brand and do more with it ○ Be bold in unexpected places Customer growth ● Doubled the # of customers ● Revenue grew to 40 mil ● 9x market cap Why are they successful They were customer focused->customer experience obsessed

Are you with us? ● Joining the brand ● Question that’s asked on why they aren’t with them ● Recruit people to come work at t mobile From what we’re fighting against Future of the brand -5G for all -home and entertainment Monday: Production ● Producers ○ make the final product that everyone sees ● Messaging can be ● Placement can be ○ developing/executing purchased media ○ News release distribution ○ Event placement ○ Influencer marketing execution ○ Content marketing execution ● Taking an idea to the market in a spectacular way ● Balancing all the different elements ● Finding creative and cost efficient ways to get the job done ● Responsible for the end result. A great concept can end up a so so piece of communication ● The opposite is also true ○ So so strategy and not a good creative brief and it ends up being really successful ● Productions are now highly creative and technical ○ Technology plays a big role and ups the ante ○ Content- moving from a world where interruption was a thing; advertising is content, but it's the shift from interruption ○ Brands are starting to integrate into content in a different way ○ Most content is small; brands are creating more and more content, but that content is small stuff (pillsbury putting out a recipe for 5 ingredient cookies) ○ Branded content- it has to do with understanding the audience ○ Content people like enough to choose to include in their content feed ● Meaningful brands ○ The annual study found that 84% of people expect brands to create content that provides solutions, experiences, entertainment, and events

What media does ● Determines who needs to be influenced ● Figures out how to get a message to them ● Media is like shopping ○ You buy things, choose. Only difference is that your spending millions ● You can’t return it ○ It has to work ● Marry the message with the right media at the right time Behavioral Targeting ● Purchase and usage behavior ○ Heavy users ○ Brand switchers ○ Brand loyalists Life event market ● Communities of people sharing of a common life experience ○ First job ○ First car ○ First baby ○ Marriage ○ New home ○ Kids to college ○ Travelers ○ Etc. ●

Interest targeting ○ People who bonded together by a zealous enthusiasm for personal interests or hobbies ○ This process has changed dramatically

*add pictures from class It’s changing the landscape Addressable media will continue to grow

Wed. Oct 31Advertising ● Develop and manage brand communication for marketers Advertising Agencies

Holding Companies- in order of size; Control mass majority of production, media research, etc. in the world ● WPP ○ 203,000 people ○ 3,000 offices ○ 112 countries ● Omicron ● Publicis ● Dentsu ● Interpublic ● Consultancies ○ Accenture, PwC, IBM, and Deloitte Global Network ● Ogilvy ○ Ogilvy & Mather- advertising ○ Ogilvyone- customer engagement ○ ogilvy pr - public relations ○ social@ogivly- social media ○ Ogilvy action- experiential agency ○ Neo @ ogilvy -data experts ○ Ogilvy healthworld- healthcare Size does not always matter ● Wieden + Kennedy ● Droga5 Value of Advertising ● 493 billion globally; how much clients spend in the advertising arena ● Ad spending in the US; rise of digital Share of advertising spending in the US 2017- mobil is going to be the leading place where people put their money then search, etc.

FAANG ● Facebook ● Apple ● Amazon ● Netflix ● Google MAAN ● ● ● ●

Microsoft Amazon Apple Netflix

Big Data ● Relatively large amounts of structured and unstructured data that require machine-based systems and technologies in order to be fully analyzed ○ Your data is being recorded every second of every day ○ Creating a profile that is being bought and sold in bits and pieces The internet of everything ● People ○ Connecting people in more relevant, valuable ways ● Process ● Data ● Things Programmatic advertising ● Youtube ○ Winners: traditional media, agencies, tech and streaming ○ Losers: programmatic, net neutrality supporters, youtubers Departments of Ad Agency ● Account management ● Account planning ● Creative ○ Support: print/broadcasting/digital production/studio/art buying, communication planning

Monday Nov 5th. Crispin, porter + Bogusky Guest Speaker

Types of ad agencies ● Full service ● Specialized ○ Shopper markey CRM, DM ○ PR ○ Media, digital, social, event/ experimental, diversity ○ Industry Specific ● Independent ● In- house ○ Target, Apple ● Owned by a parent company ○ Omnicom, publicis, interpublic, havas, MDC Big Agencies Mccann, TBWA Chiat Day, DDB, BBDO, Grey, Leo Burnett, JWT, Anomaly, Pereira & O’Dell, 72 & Sunny, Droga5, Local Agencies Grenadier, made movement, victors and spoils, cultivator, Fortnight collective, amelie, TDA, cactus, Work in progress, fact in fiction ● Anatomy of a Ad agency

○ Account Guy ○ Account service is the face of the agency ○ Inspire and champion each discipline to think innovatively and produce groundbreaking work. ○ Also make sure things get done in time and on budget ● Where they fit ○ Account management serves as the liaison between clients and internal teams ○ Working with clients to help understand and accomplish business objectives ○ “Good enough Sucks” ● Media ○ Media placement ○ Audi vs BMW “checkmate” ● Production ○ Chevy low production commercial ● What makes a great creative ad agency? ○ “The work comes first” ● Nike ads through the years ● How to make great work ● Passionate about creative How to find out if its a good idea: Did it make me gasp? ● 5 tenets of good advertising ○ Keep it simple ○ Tap human truths ○ Break through the clutter - bleach ○ Create experiences - british airways ○ Get their attention ● Dominoes ○ Emoji ●

Public Relations ● A strategic communication process building mutually beneficial relationships between organizations and their publics ○ PR doesn’t work how advertising works ○ Moves a planned message from a do to a confirm ● To persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, it's leadership, products, or of political decisions ● Manufactured consent ○ Subtly manipulating people into supporting things they believe they choose themselves ● Increasing the impact of the message by minimizing the appearance of “control” ○ Add picture ● Advertising is saying you’re good. PR is getting someone else to say you’re good ● PR’s job is to create earned media ○ Paid media, owned media, earned media ○ Third-party validation ○ Public opinion ○ Public policy Public Relations Industry ● 12,000 agencies in the US ● Employing 100,000 people ● 13 billion in revenue *Add picture* Public relations requires the sharing of information ● It’s about stories ● How to tell your story ○ Curiotirsy ○ Motivation ○ Against the odds ○ Small is beautiful ● How to tell your story-formats ○ Press release ○ Photo story ○ Interview ○ Holding statement Google ● Okay google- talk about the history of caffeine ○ Put it on coffee cups in coffee shops ○ Put it on the side of food trucks

*add picture*

In other words ● Advertising BUY media to place message ● PR uses the media to tell the message ● Good public relations can reach a large audience without the expensive cost of advertising ○ The relationship can be mutually beneficial, antagonistic or indifferent at any time ● Success depends on many factors news values of the story, the relationship and the reputation of the subject ● The final editorial or news message may differ from its original intent Nov 9th Types of public relations ● ‘Brand’ spokesperson ● Industry specific ○ Dig your well before you're thirsty ● Create a stronger story for the brand ● Public affairs ○ Changing perception of something ● Internal communications ● Emergency communication/crisis communication ○ Practical PR strategies for reputation management and company survival

Review Monday ● Insight ○ How it impacts creative and strategic process ○ Key piece of thought in a creative brief ● Creative process ○ Creative brief ■ What is it that were trying to solve for and how are we going to do that ○ Concent ■ Initial idea ● Josh sheldon talked about ideas ● taking your shirt off- bear your soul and put out things that you've been thinking about ○ Campaign ■ How to get people to talk about and know about it ○ Production ● Creative effective work ○ Remember that most products aren’t unique

●

● ●

●

●

●

●

● ●

●

○ Show an understanding of the people you are trying to reach ○ Be away that many purchases are irrational ○ Stress benefits not features ○ Keep it simple but remember simple is harder to create WHO is the best advertising prospect to achieve a clients objective? ○ Behavioral (targeting) ■ By what you have purchased/used/consumed ○ Life stages ■ If you have a baby/go off to college/ first job/ married ○ Interest targeting ■ Interested in the outdoors/diy/new focus Ad Agencies ○ Develop and manage brands communication in marketing Holding companies in order of size ○ Wpp ○ Omnicom ○ Dentsu ○ Publicis ○ Interpublic's ○ Havas Value of advertising ○ 493 billion globally ○ Changing because landscape is changing ■ Moving digitally (mobil/search) FAANG ○ Big money ad money makers ○ Players in new ad industry ○ Getting money/media properties Programmatic advertising ○ Automation of media buying ○ Put in an algorithm and that you wanna spend and computers figure it out PR ○ A strategic communication process building mutually beneficial relationships between organizations and their publics Read Think!- talks about public Pr profession ○ Media relations ○ Marketing communication ○ Internal communication ○ Customer relations ○ Investor relations Types of PR ○ Brand spokesperson

●

●

●

●

○ Industry specific ○ Crisis communication ○ Internal communication ○ Public affairs A more beautiful question ○ Kids ask alot of questions ■ education/questioning ■ When kids don't ask questioning it's cultural ■ Questioning stops with age ○ 5 whys ○ Challenge questioning can create change ○ Anyone can have a good question Objectified ○ What design in ○ Interaction design ○ Whole idea of form follows function/form vs function ○ Sustainability- how is that changing design ○ Good design should be everywhere ○ Not about market powers; well designed stuff Think ! ○ 4 or 5 questions ○ Definitely read Guest speaker ○ Question from each guest speaker ○ Steve berry ■ Talked about good ads...