ADPR 3100 1nd Edition Lecture 36Outline of Previous LectureI. Group PresentationsOutline of Current Lecture I. major principlesII. normative v. historical knowledgeIII. “real world” advertisingCurrent LecturePrinciples in the Real World- Major Principleso Strategy Effective advertising requires an effective strategy Thinking and creative briefo Media Best media choices are creative choiceso 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 differento Advertising in society Understand the way the society operates Understand advertising in society- Normative v historicalo Normative knowledge Learn the guidelines or the ideal Learn how things are supposed to operate Learn the principles of advertisingThese 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 settingo Historical knowledge The “real world” Not guidelines or the ideal How things actually happengoing 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 caseo Principles are not an accurate description of the real world- “Real World”o Often not tidy, logical team efforto Includes egoso Some people may have very narrow views Pillsbury and milk co-promotion- Pillsbury dough boy must be presented with a certain personalityo Disagreements between clients and creative: moralityo Good taste vs. getting noticedo Misjudgments Campaign to increase travel to hong kongSARS Groupon- Whale watching- Deforestation Ford Sportka, “the Ka’s Evil Twin”o proofreadingo
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