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UT ADV 325 - Digitalization # 3

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 not any more for human domination Oreo launched a competition about separating the cream of the Oreodoes it work? WELL not really, people didn’t want to go out and buy oreos because of that. RED CROSS: Children are hungy, to defeat child hunger, cross the silver ware in the form of a cross.Work out for restaurantsAdvertising that was calling to action simply.Donate (f the silver ware crossed in red cross way) in the end of their invoice.PRANKVERTISING. NIVEA COMMERCIAL: CHASING PEOPLE IN THE AIRPORT (all set up) to make you believe you are wanted: stress out? LG ULTA VIDEO : MAKE them believe the world has ended.funny because it makes you laugh about the other, but you don’t want to be n that situationBRAND PARTERSHIP: Karl Lagerfield: super market (Chanel) coco flakes, coco oil. Models modeling the products in the aile. not sure wha it does, but it was original.. what does a Chanel supermarket means? We don knowSAMUEL ADAMS: Beer glass:A way to create the proper glass to drink beerWith the foam in the top, narrow bottom. They started to taste better, more crafted.COCACOLA Partnered with Riedel a wine maker. Made a very fancy glass to take coke In a more fancy wayNATIVE ADVERTISING: Buzz Feed: Partner with Reebook did they provided the content : Partnered with… The Atlantic: Sponsored content about scientology.REN Presents: people kissing for the first time. the people were wearing the clothes obviously it is advertising !  how did we feel about this? Does it bother me?WHAT DO CLIENTS WANT:AVI DAN:Forbes coLUMBIST:sTUDY ON THE CURRENT STATE OF AFFAIRS IN THE AGENCY BUSINESS. What doe shte client want? 1900 business leaders View of agency performance= dim-Deliver more, with lessWant better, faster, cheaper.ROI: a need for new metrics Higher expectation for accountability. Agencies continue to struggle to prove their value. “There is an impatience for efficiency and effectiveness, and there are higher expectations of accountability”AOR IS SOL Agency of Record (AOR) not so much More media choices has brought about a fragmented advertising marketplace as well. Clients with upwards of 20 agencies. (for the same campaign) They look for a creative agency, for a web developer, for an event company More specialization= need for coordination through integration. THE MESSAGE AND CREATIVE HAS TO BE CONSISTENT-> how do you ensure that?IS BIGGER REALLY BETTER?“Big agencies handle the majority of advertising dollars, but they don’t articulate a better value proposition to client” 73% of respondents feel small and medium agencies are more creative!  BUT THEY ARE SPENDING THE MONEY IN THE BIG AGENCIES.Can tech help to make more with help.?--Philadelphia “real women of Philadelphia” a lot of interactions with the ad.--VolksWaggen: App incorporated to the magazinesgrey poupon mustard: First Rule of Bouncer: There always has to be a line!!! So people want to get it they played with this.The frickle Client Speaks:1. Creativity and strategy are top priority- 90%a. Always create smart content2. Understand my business- 74%a. You have to listen and listen carefully3. Integrate and coordinate- 56%4. Implementation and follow through- 48%a. You cant sell them something that you cant dob. Don’t miss delivery dates ALWAYD GIVE ONE EXTRA DAY OF WHEN YOU CAN REALLY HAVE IT READY.AGENCY EVALS: 2 WAY assessments- 77%Client > agencyAgency> clientWHY AGENCIES LOSE BUSINESS.78% Business performance issues.We didn’t sell enough widgets. And it is your fault because you are not talking in the right way to the people63% Changes in marketing leadership: Networking and friends help clients make decisions.59% Dissatisfaction with creative workIf you move the sales, and make powerful messages you are fine. “does it move the needle”56% General relationship issues7% Compensation/fee issues.SOMETIMES IS BETTER TO GO BACK TO THE BASICS.Bullshit meter that we have to remember: don’t go crazy with stuff that may not make sense.  do what you knowADV 325 1st Edition Lecture 17Outline of Last Lecture I. Digital and New Media #3Outline of Current Lecture a. Robots:b. Prankvertisingc. Brand Partnershipsd. Cases: a. Samuel Adamsb. Cocacola and winee. Native Advertising (sponsored content)f. Video: REN g. What Clients really want?h. Agency Evaluationsi. Why agencies lose clients?Current LectureThese 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.  not any more for human domination  Oreo launched a competition about separating the cream of the Oreo does it work? WELL not really, people didn’t want to go out and buyoreos because of that. RED CROSS: Children are hungy, to defeat child hunger, cross the silver ware in the form of a cross. -Work out for restaurants-Advertising that was calling to action simply. -Donate (f the silver ware crossed in red cross way) in the end of their invoice. PRANKVERTISING.  NIVEA COMMERCIAL: CHASING PEOPLE IN THE AIRPORT (all set up) to make you believe you are wanted: stress out? LG ULTA VIDEO : MAKE them believe the world has ended.funny because it makes you laugh about the other, but you don’t want to be n that situationBRAND PARTERSHIP: Karl Lagerfield: super market (Chanel) coco flakes, coco oil.  Models modeling the products in the aile. not sure wha it does, but it was original.. what does a Chanel supermarket means? We don knowSAMUEL ADAMS:  Beer glass: A way to create the proper glass to drink beerWith the foam in the top, narrow bottom.  They started to taste better, more crafted.COCACOLA Partnered with Riedel a wine maker.  Made a very fancy glass to take coke In a more fancy wayNATIVE ADVERTISING:  Buzz Feed: Partner with Reebook did they provided the content : Partnered with… The Atlantic: Sponsored content about scientology.REN Presents:  people kissing for the first time.  the people were wearing the clothes  obviously it is advertising !  how did we feel about this? Does it bother me?WHAT DO CLIENTS WANT: - AVI DAN: - Forbes coLUMBIST: sTUDY ON THE CURRENT STATE OF AFFAIRS IN THE AGENCY BUSINESS.  What doe shte client want? 1900 business leaders View of agency performance=


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