What is great (part two participatory)

What is great (part two)

CM417.3

Edward Boches, Professor of Advertising

Tuesday, September 10, 13

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


OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun


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?


Part two


A quick history lesson.


Once upon a time we could get away with mediocrity.


We didn’t really need creative.



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




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



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









Text



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


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








1994


1995


1996


If you build it they will come.




Data




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


Creative


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


EntertainInspireInformEducate




http://www.youtube.com/watch?v=_-fLV28SkZ8

http://www.youtube.com/watch?v=_-fLV28SkZ8









http://vimeo.com/44940795



OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun


But many of them are more than messages.


ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms


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


BTW....




Where do good ideas come from?


StrategyInsightDeep explorationCollisionsVolumeDisciplineCreative standardsRelentlessness


What are the skills we need?


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



News & Politics

What is great (part two participatory)