ADPR 3100 1nd Edition Lecture 36 Outline of Previous Lecture I Group Presentations Outline of Current Lecture I major principles II normative v historical knowledge III real world advertising Current Lecture Principles in the Real World Major Principles o Strategy Effective advertising requires an effective strategy Thinking and creative brief o Media Best media choices are creative choices o Creative development Effectiveness in creative means being innovative The primary requirement of good creative work is that it gets noticed Will only get noticed if it is different o Advertising in society Understand the way the society operates Understand advertising in society Normative v historical o Normative knowledge Learn the guidelines or the ideal Learn how things are supposed to operate Learn the principles of advertising These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Systematic consistent Classroom setting o Historical knowledge The real world Not guidelines or the ideal How things actually happen going into the field Look at an agency itself and see how things are done Irrational unpredictable What good are principles normative knowledge o Justification for practice Principles are Tools to generate options Know how to approach a project Ammo for arguing your case o Principles are not an accurate description of the real world Real World o Often not tidy logical team effort o Includes egos o Some people may have very narrow views Pillsbury and milk co promotion Pillsbury dough boy must be presented with a certain personality o Disagreements between clients and creative morality o Good taste vs getting noticed o Misjudgments Campaign to increase travel to hong kong SARS Groupon Whale watching Deforestation Ford Sportka the Ka s Evil Twin o proofreading o Accidents
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