ADPR 3100 1st Edition Final Exam Study Guide Lectures: 21 - 36Lecture Notes- Montageo french word for “real simple idea.”o stories dramatize action and pitch is “reason why” advertisingo variations combined with a pitch voice-over states general claim combining montages with pitch; can sometimes be very effective, can sometimes be boring. this way you can't really get to know characters ex: voiceover with ad running montage with unusual spokesperson fits in this category also. an example is that really country guy that did all of the talking in the ad. combined with a story defined characters sense of the people as characters and their lives snippets from different situations ex: bear carpet is alive and is a director for a film for CANAL+ pedigree adoption drive commercial with people owning different weird animals like a rhino or ostrich ex: Wicked Witch of the West and her best friend  combination of montage and story; you get better sense of the characters in this one; you can see snippets of situations that the characters are going through. you can build a backstory with this variation. it doesn't mean that it has to be realistic ex: bear-rug directing commercial; Wicked and her friend commercial solely images and music no story or defined characters music has key importance ex: go moms P&G commercial for Olympic athletes ex: every dream, dream big Dick’s sporting goods commercialo sequences of images (not a linear, single story) don’t happen in a really uniform place; it jumps a lot… maybe to different people, maybe to a different time linked by a shared theme; express a creative concept of the campaign it’s a very fluid way and intuitive way of organizing an ad; pretty much theopposite of pitch not good for ads that have to be presented in a linear way pictures in a montage should all fit together; should even be a tagline at the end of it that conveys a key message  all related to each other through a thematic thread all related to the creative concepto fluid, intuitiveo tagline, voiceover, or the action at end pays off key message- Immersive Mediao environment thats created(real or virtual)video games o out of home (OOH); websites; combinationo involvement; explorationo social tie-ino not there to create a message o real places: facial profiling ex: facial profiling “honda dream wall” at car show.o real places: games nike, “run to start” turned London into a game board and people would race around the city with each other challenge ← keep up with a marathon runner project on wall asics, “run with Ryan” you could “race” against a famous runnero virtual places: games smart phone mobile baby for durexo virtual places: games Doritos, snacking strong “prepare to take snacking to a higher level”- What makes up a creative toolbox?o media types  static  dynamic  immersive o organizations headline/visual pitch story montage o techniques visual metaphor synergy characters plot Involvement, exploration- Planning and Contexto You have to plan o Single ad never seen in isolationo Need to be aware of the things that people see other than the ado Campaign composed of many different ads that have to be similar; (having them different confuses audience) weld all of them together by using visual, verbal, aural, and attitudinal similarity (creates a unified effort that speaks to your target market) must have a clear relationship and be interestingo integrated marketing communications not an ad but a strategic plan; connects all communication action all built around existing situation; built around existing/compelling story or situation public response and direct response are examples; packaging possibly, but it’s the last thing that people see when making a purchase- Legal environment/ laws and regulationso Advertising is a commercial form of speechnot entirely protected by the first amendment Advertising can be regulated more than political or free speech because itpromotes a commercial transaction Does not have to be spoken (can be visual)o central-hudson four-part test is used to decide whether a regulation on commercial speech is constitutional 1. is the message eligible for first amendment protection? 2. is the governmental interest asserted in regulating the expression substantial? 3. does the proposed regulation advance the regulatory interest? 4. is the proposed regulation narrow enough? if yes the regulation is constitutional o deception vs. puffery deception is actionable. tells lie lie likely to mislead a consumer acting reasonably. (if the consumer sees the ad, is the ad likely to deceive them?) must be “material” (claim about product has to be central thing about product) puffery not actionable. is a form of lying exaggeration or overstatement. (no one believe it anyway) expressed in broad, vague language  not misperceptions or false representation of specific characteristics putting a disclaimer would still put it at risk legal responsibilities dont lie and everything will be fine (legally speaking) if the fact that you didn't lie satisfies the legal aspect, it doesn’t mean it satisfies the ethical aspect  just because you did something legal doesn't make it ethical “truth” is only part of advertisings power stopped paying attention to words and paid attention to pictures, emotions evoked; it doesn't matter that you're delivering truthful information, evoking a feeling is the powerful part ethics moral conduct pressurescan be completely legal but not ethical moral myopia (ICBAFNO) (rationalization) can't recognize ethical dilemmas like muteness can can recognize ethical dilemma at an individual standpoint; don't see the bigger picture. “even if i tried to put out an unethical ad, no consumer would be dumb enough to believe it” consumers are smart and won't be misled so they have nothing to worry about (rationalization) consumers are smart “all we do is reflect society back to itself” its society’s problem, not ours don't take responsibility, rationalizing it that way passing the buck “it’s really hard to be unethical in this business; we have to run everything by