What is great (part two participatory)

What is great (part two)

CM417.3

Edward Boches, Professor of Advertising

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Recap Why do we advertise?What is role of creativity?What makes for creativity?

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OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

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What is difference between strategy and execution?

What three factors in"uence strategy?

What are the differences between features and bene!ts?

Why do people buy?

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Part two

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A quick history lesson.

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Once upon a time we could get away with mediocrity.

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We didn’t really need creative.

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Writer, art director, message, paid media, bought attention.

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Post WWII, more competition, choices, imports, options. Creativity became a competitive advantage.

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Bill Bernbach and the creative revolution changed the face of advertising.

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Text

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It’s not just what you say, it’s how you say it that stirs people.

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Bernbach put the copywriter and the art director in the same room.

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1994

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1995

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1996

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If you build it they will come.

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Data

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Join the conversation, distribute content, add value, invite participation, create utility.

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Creative

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Writer, art director, technologist, developer, social media specialist creating content, utility, native advertising, earned attention.

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EntertainInspireInformEducate

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OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

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But many of them are more than messages.

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ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms

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A good idea still matters. It earns attention, gets remembered, inspires action.

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BTW....

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Where do good ideas come from?

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StrategyInsightDeep explorationCollisionsVolumeDisciplineCreative standardsRelentlessness

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What are the skills we need?

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Ability to simplifyWrite clearlyArt and copyDesignTell storiesInvent (know something about technology)Break free from conventionExecute

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