10 22 2012 ADPR Immersive Media Definitions Real places o Displays o Games o Facial Profiling o Events Virtual Places o Games o Pranks Media Types Static Dynamic Immersive o Environments Real or Virtual o Out of home websites the most common o Involvement exploration o Social tie in Real Places Lays Potato Chips o Key message Fresher b c they are locally grown o Our potatoes are grown closer that you may think o Transit system through the ceiling dirt and potatoes coming through Stove top stuffing mix o Key message Satisfying o Cold provided by winter Warmth provided by us o Transit stations Bus stations With the message and has light that radiates heat and you are ice and warm VW Prius o Key message Acting responsibly can be fun o Throwing a garbage fun o Taking stairs fun piano sounds to the step o The fun theory o Key Message Feel good about saving gas and the environment o Social tie in via twitter o Digital Billboards Right next to gas stations Real places Games Monopoly City Streets o Digital monopoly game on the real world Nike Run to start o London city was your game board Run around the city o Nike is for everybody city living Real Places Facial Profiling Kraft mac n Cheese Control noodle with a smile Honda Dream wall o Prepare to take snacking to a higher level Real places Remote testing Mitsubishi Car testing o 1st online test drive Virtual Places Games Smart phone capabilities Durex Iphone baby Doritos Snack Strong Virtual places Pranks Dexter Treatment Customized Video Real place events Sony Viao P Series Lifestyle PC o Very small light fits into a handbag o Powerful 3g wireless GPS Ideal accessory to any fashion ensemble Marriage of fashion and technology Real Places Events tMobile Life s for sharing o 7 6 million views o 1 700 blogs o 11 500 Immersive Media Not information delivery but about involvement o User directed Experience Up to the person how much they wan to get involved o Do things o Explorations o Connects product brand to everyday life and personal experience Creative toolbox Media types o Static o Dynamic o Immersive Organizations o Headline visual o Pitch o Story o Montage Techniques o Visual metaphor o Synergy o Characters o Plot o Involvement exploration Campaigns integrated marketing communication 10 22 2012 Contexts and planning Campaigns Creative criteria Integrated marketing communication 2 30 3 30 Planning and Context Single ads never seen in isolation Other Ads for your product service Ads for your product service in other media Ads for competitors product service Non advertising media and mentions of your product service Campaigning Other Ads for your product service Ads for your product service in other media Ads for competitors product service IMC integrated Marketing Campgain Other Ads for your product service Ads for your product service in other media Ads for competitors product service Non advertising media and mentions of your product service Campaign Many separate ads Need continuity o Relationship b t ads Similarities All ads nee to share it o Visual o Verbal o Aural o Attitudinal Visual Similarity Similar appearance o Layout o Typeface o Style of Images Verbal similarity the way its written Content Key points Voice Aural Similarity Music song Announcer s voice Authors voice Sense of narrator and the personality you get from Sound Design o Talks about subtotal way of how sound is used in spot o Mixing announcer and music Attitudinal similarity Perspective stance toward Brand personality Watchin the game havin a bud Imtegrated Market Cimmunications A stragetic plan that connects all communication activities o Built around exiting compelling story situation Campaign critieria extened throughout all marketing communications o Public Relations o Direcct response o Events o Packaging o Digital o Promoptions o Sponsorsip The Zimbabwen Gatorade Campaigns and IMC Verbal Visual aural attitudinal similarity Imc o Built around compelling sotyr or situation Roles of Advertising 10 22 2012 Roles of Advertising Definitions of effectiveness Perspectives for explaining effectiveness o Behaviorism o Rationalism o Culturalism Effectiveness Advertiser goal is effectiveness What is effectiveness Possibilites Cause you to buy powerful Persuade you to buy not powerful Pressure you to buy potentially powerful Needs urges and instincts we cannot control 1 I cause you to buy something Behaviorism o Food water o Shelter fear etc Conditioning Classical conditioning Modification of involuntary reflex behaviors Behaviorist view of advertisiers role Create stimiuli ads to condition responses that benefit the product service Overt o Victoria Secret using women o Women used to sexualize everything o Cars videos games motorcycles powertools Subliminal o Messages you don t know you see it but you do o Belief that stimuli can be implicit o More powerful Theory of representation Symbolism Behaviorism Is a point of view o Isolated textual characteristic specific meaning o E g long cylindrical shape is phallic Innate drive and urges can be conditioned to certain stimuli Symbols ads as universal stimuli Advertising is powerful 2 Persuade you to buy Rationalism Needs and wishes individual known and controllable Rational self interest rational choice Enlightenment Individual Rationalist view of advertisers role Rational truthful information Representation Denotation Intrinsic Information reason why advertising Rationalism Rational Choices Dependable information ads Crucial for informed decisions Advertising is not powerful 3 Pressure you to buy Culturalism BORN INTO AND TAUGHT GENERAL WAYS OF UNDERSTANDING THE WORLD Assumed to be natural and commonsense Taken for granted Pressure Feeling we have when asked to consider taken for granted ways of world Negative and Positive o Want to get away from negative o Positive is what you do want Culturist view of advertisers role Use existing pressure in benefit of the campaign Use compelling story Representation Signification o Meaning not in the message o Meaning made through associations Textual and Social o We learn and internalize the meaning of particular associations Seem natural EX Associational Meaning Associations in Society Live in a sea of learned often taken for granted meanings Ads use and remake meanings Advertising can potentially be powerful Roles of Advertising Chart will be posted on ELC Cannes Filmed Festival Guest Speaker Mobile Device Millennial use smartphones Branded apps and games on mobile device New way to