Lynn lecture2 s2_cs4029

Creativity and CopywritingLecture 2

LECTURE BREAKDOWN

CreativeThinking Ad Review

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 2

Lecture(Part 1)

CreativeThinking

Wrap-Up

On some basis show, then define, how one word is the odd man out.1

You can not use the physical nature of the words.2

Sole. Rhinoceros. Anchor. Sponge.3

You have 5 minutes to write down your thoughts. 4

“Odd Man Out”


Creative Thinking

LECTURE BREAKDOWN

CreativeThinking

Team Ad Review

CommercialBreak

Lecture(Part 2)


Lecture(Part 1)

Ad Review

Wrap-Up

Questions to consider:

Do you like the ads? Why?

What adjectives best describe the mood of the ad(s)? How does the ad convey this mood?

Who do you believe the ad is speaking to? Why do you feel that this is the target audience?

What is the relationship between the picture and the words? Define the specific role of the copy.


What would you do different?

Ad Review


Ad Review

LECTURE BREAKDOWN


CommercialBreak

Lecture(Part 2)


Lecture(part 1)

Wrap-Up

Lecture(Part 1)

Lecture 3: Research



Research

Creativity

FlickruserEuropeanSpaceAgency

What? Who? Where? When?

Research



Research: Product

What are you selling?

Order it!

Watch it!

Fly it!

Try it!


Research: Product

Research: Product

Sometimes, through others.

Example Questions:


What makes the product great?1

How has the product been advertised in the past?2

Why, when and how did the product come about? What values were true then and, are still true today?

3

Research: Product


Research: People

Who are you selling to?


Research: People

Who do you think these ads are talking to?

Be Specific

FlickruserKristinaAlexanderson


Research: People


Demographics Psychographics

Personas Needs

Research: People

Behavior VALs

Demographic (outside)

Physical attributes like gender, age, geography, income, occupation and

education, race, religion, family status

Psychographic (inside)

IndependentStrong

UnforgivingHigh born

Attitudes, opinions, habits, social class, lifestyle, personality traits


Research: People

NFemaleSingle

Early 20sFrom the North


Consumer

Girl without a Name

Person

“Arya rejects the notion that she must become a lady and marry for influence and power, instead she believes she can forge her own destiny. She is fascinated by warfare and training in the use of arms, and is bored by embroidery and other "lady-like" pursuits.”

- Wikipedia

Arya Stark

Research: People


Demographics Psychographics

Personas Needs

Research: People

Behavior VALS


Self-actualization:achieving one’s

full potential, including creative activities

Esteem needs: prestige and feeling of accomplishment

Belongingness and love needs: intimate relationships, friends

Safety needs: security, safety

Physiological needs: food, water, warmth, rest

PSYCHOLOGICAL

PSYCHOLOGiCAL

Life Coach, Charitable Organizations

Luxury Goods

Clubs & Services

Insurance & Car seats

Food & Beverages

Research: People: Needs


SEXUALITYNeed to establish and develop sexual identity and satisfaction



SECURITYNeed to be free from fear


AFFILIATIONNeed to be closely associated with others




NURTURANCENeed to provide care for others




INDEPENDENCENeed to be autonomous


RECOGNITIONNeed to be highly regardedby others

EXHIBITIONNeed to gain public attention,be noticed



DOMINANCENeed to exercise power over others or things



ACHIEVEMENTNeed to exercise one’s skills



UNDERSTANDINGNeed to comprehend, make connections



NOVELTYNeed to alter route, experience the new

DIVERSIONNeed to relax, have fun, escape

STIMULATIONNeed to stimulate the mindand body



What kind of people will be the most receptive to our message?1

What do they currently feel about my brand/product? How do they talk about it to their friends?

2

What are the relevant needs I can fulfil?3

Research: People

Example Questions:

Understandthebiggerpicture


Research: Context

Where/when are you selling it?

Competition

Research: Context


Research: Context

Cultural Beliefs


Research: Context

Wearable techMobile optimisationVisual dominance…

Trends


Current EventsWeatherOlympicsBack to School…

Research: Context


What is the most relevant trend to my product?1

What are the external triggers that can motivate purchase of my product?

2

Are there any cultural barriers or opportunities to consider about the usage of my product?

3

Research: Context

Example Questions:


LECTURE BREAKDOWN


CommercialBreak

Lecture(Part 2)

Lecture(Part 1)

CommercialBreak Wrap-Up


Commercial Break


LECTURE BREAKDOWN


CommercialBreak

Lecture(part 2)

Lecture(Part 1)

Lecture(Part 2) Wrap-Up


Creativity


Who? What? Where? When?

BUT….How?

Research


Research: Tools


Desk ResearchAnything you can do with a connected device and a search bar…

Research: Tools


Social ListeningCrawl the social web to analyze conversations

Research: Tools


InterviewsA 1-1 conversation to garner depth of understanding of feelings

Research: Tools


OberservationStand on the fringe of people in their natural settings and…observe

Research: Tools


SurveysStructured for systematic processing, quantitative

Research: Tools


Digital AnthropologyResearch consumers’ online behavior

LECTURE BREAKDOWN


CommercialBreak

Lecture(Part 2)

Lecture(Part 1)

ClosingWrap-Up


Creativity

“Research more than you could possibly need on each particular subject. Why? Because if you research only accordingly to preconceived ideas about what you will finish up with, your end product will be constrained by the limits of your own conformity.”

- Pete Barry

Closing


Creativity

Research to move your work beyond the obvious.

Closing


Creativity


Who? What? Where? When? Why?

Closing


Keep it real.


Marketing

Lynn lecture2 s2_cs4029