Adv 318 j lecture

Timing

• 1. Guest ID number
• 2. Predictive analytis computer model (25 categorial model)

• 1. How are pregnant women going to react when they suspect Target know?
• There is something Creepy here
• 2. Potential PR disaster
• 3. Research reveals bad reactions
• 4. But if discretion is used, it works just fine.

Target use its datasets, a computer model, timing and discretion to create brand loyalty among pregnant shoppers

• 1. Only 4 market: Boston, NY, Chicago, Philly
• 2. Jan and Feb
• 3. Weather Channel
• 4. Keyed to weather
• 3-inche
• -20 degree
• -icy
• 5. Elevator spots=4th screen.  (TV, computer, mobile, public space)
• 6. Aol's travel area + weather.com sites.
• 7. Excellent IBP example of a targeted and localize strategy.

• 1. Gert Boyle Sopkesperson 24 years
• 2. Critical branding issues ($1200 for light jacket)
• 3/ Strateg:reverse relevant, antispokersperson
• 4. Wim Hof: The anti spokeperson
• 5. Branding is about story telling
• 6. Brand message are in competition with all other content options
• 7. Wim=chance to create buzz, cool image
• 8. PR event+ earned media
• 9. Ads
• 4 million views on youtube
• seeded videos
• Created FB tab, twitter handle, Youtube channel
• Core magazine
• Pre-rolls ads in Hulu, CBS, Fox
• FB caption contest to engage target.

Creativity

X factor

RISK

Full, Rich life experience

• Nicoke Karalekas( Baking and painting)
• Jarrod Higgins(Tuba)
• Darcie Barell (Writing and fucking with people)
• Dave Allen (Musician)
• Haley Goggin land a job ( Ski bum and professional)

• Quality ideas comes from a large quantity ideas
• Experiences builds confidence and perspective
• Work environment is important stimulate creativity
• Break up work with play
• Success requires optimism, determination, patience, joy and coping with fear and doubt.

• Inordinate universal human behavior into his play
• His play have fundamental true about human behavior that will never change
• Do you have to be from Elizabethan England to appreciate Shakespears? NO

• Identify some principles to creative advertising
• Lead to "creative revolution" in advertising

• 1.Think different
• 2. Simplicity=kiss
• 3.Specificity
• 4.Believability
• 5.Relevance
• 6.Find a Unique Selling Prosposition
• 7. Consistency

e.g. Steve Jobs to Apple 1997 commercial (people who are crazy enough to think they can change the world are the ones who do)

• 1. 2/3 picture, 1/3 Copy
• 2. 2 Copy blocks
• 3. A headline
• e.g. Land Rover ad

NOt creative one

same

• Lassie(TV series)
• In the Ads, Chevrolet trucks play lassie's role (Field of experience)

• 1. simplicity
• 2. Specificity
• 3. Believability

• Simple is easier to remember, faster to communicate
• The ad time example of KISS principle is
• "Lincoln's Gettysburg Address
• Lincole spoke less than two min
• Edward Everett spoke two house
• Tennis Ball Analogy:Communicate one idea is way more easier than two
• Got Milk? Dog Rule by Pedigree, Google Home page, Charles Schwab Commercial(Bank)

Test 3 messahe