Traditional media used in a non-traditional way could be non-traditional too.-TRADITIONAL:-creative brief: (where it all begins)-Who is the target audience:-Why are we advertising?-What does the audience currently think?-What do we want them to think?SMIP (Single most important things) = USP (unique selling proposition)Even for the sixteen chapel you had a brief:Client(king)  account planner (pope Julius)  creative (Michael Angelo)BE THE POPE (account planner)-Cracks in the ceiling-It’s uglu-This is a house of God-Should inspire patrons-Must be paintedone sentence what should Michael angelo should do:“PAINT THE TWO MOST REPRESENTATIVE BOOKS OF THE BIBLE, IN A WAY IT PERDURES IN HISTORY AS GLORY AND BEUATY”CREATIVE BRIEF: it is not the answer. It is only the starting point.Don’t say it.Prove it.BE THE BRAND. Proving it speaks a lot more louder…Sidenote: Demographics are not the whole story.18-34 year old white malesLive in AustinMostly married.PSYCHOGRAPICS IS A MINDSET:Homebodies? Adverturous? Nostalgic? Futurist? OptimistS? Thrill-seekers? Health nuts? Budget conscious? Disorganized?Political (democratic/republican)? Caregivers? New parents?Eg: think as if you were trying to hook someone on a date.Rap commercial : Brilliant targeting… Kick ass commercial for Toyota swagger wagon. this advertising was non-traditional because it went away from the usual and regular stuff.OOH : Find a use with creativity that deliver the right message.UNDERUSED OR UNEXPECTED MEDIA:Targed focused.Surprising( a billboard that is not only a flat piece of advertising)Cost EffectiveWord of mouth (Someone is going to stop and watch it)MORE REASONS TO BE NON-TRADITIONALReach the target where they areRelevant timing meets relevant messageEffective site specific demoTruly interactiveBlend context, content and contact.SEE IT AGAIN FOR THE FIRST TIMEFIND A DIFFERENT WAY TO SEE televisionHow about billboards?THE PROBLEM WITH NON-TRADITIONALIs difficult to track views? Impact?Complicated installationsSelling to a client  DIFFICUL because it is really difficult to measure ROI fro the client.Is it clutter? Heavy-handed?Keeping it simple.ADV 325 1st Edition Lecture 14 Outline of Last Lecture I. Copywriting Outline of Current Lecture II. Non-Traditional AdvertisingIII. Creative brief: Our baseIV. Don’t say it, prove itV. Demographics and PsychographicsVI. Unexpected MediaVII. More and more Reasons to be traditionalVIII. The problem with non-traditional AdvertisingCurrent LectureTraditional media used in a non-traditional way could be non-traditionaltoo. -TRADITIONAL: -creative brief: (where it all begins) -Who is the target audience:-Why are we advertising?-What does the audience currently think?-What do we want them to think? SMIP (Single most important things) = USP (unique selling proposition)Even for the sixteen chapel you had a brief: 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.Client(king)  account planner (pope Julius)  creative (Michael Angelo) BE THE POPE (account planner) -Cracks in the ceiling-It’s uglu-This is a house of God-Should inspire patrons-Must be paintedone sentence what should Michael angelo should do: “PAINT THE TWO MOST REPRESENTATIVE BOOKS OF THE BIBLE, IN A WAY IT PERDURES IN HISTORY AS GLORY AND BEUATY”CREATIVE BRIEF: it is not the answer. It is only the starting point. Don’t say it. Prove it. BE THE BRAND.  Proving it speaks a lot more louder…Sidenote: Demographics are not the whole story. 18-34 year old white malesLive in Austin Mostly married. PSYCHOGRAPICS IS A MINDSET: Homebodies? Adverturous? Nostalgic? Futurist? OptimistS? Thrill-seekers? Health nuts? Budget conscious? Disorganized?Political (democratic/republican)? Caregivers? New parents? Eg: think as if you were trying to hook someone on a date.Rap commercial : Brilliant targeting… Kick ass commercial for Toyotaswagger wagon.   this advertising was non-traditional because it went away from the usual and regular stuff. OOH : Find a use with creativity that deliver the right message. UNDERUSED OR UNEXPECTED MEDIA: Targed focused. Surprising( a billboard that is not only a flat piece of advertising) Cost EffectiveWord of mouth (Someone is going to stop and watch it) MORE REASONS TO BE NON-TRADITIONAL Reach the target where they areRelevant timing meets relevant messageEffective site specific demoTruly interactiveBlend context, content and contact. SEE IT AGAIN FOR THE FIRST TIME FIND A DIFFERENT WAY TO SEE television How about billboards? THE PROBLEM WITH NON-TRADITIONAL  Is difficult to track views? Impact? Complicated installations Selling to a client  DIFFICUL because it is really difficult to measure ROI fro the client.  Is it clutter? Heavy-handed? Keeping it