Immersive MediaDefinitionsReal placesDisplaysGamesFacial ProfilingEventsVirtual PlacesGamesPranksMedia TypesStaticDynamicImmersiveEnvironments (Real or Virtual)Out of home, websites (the most common.)Involvement; explorationSocial tie-inReal PlacesLays Potato ChipsKey message: Fresher b/c they are locally grown.“Our potatoes are grown closer that you may think”Transit system: through the ceiling dirt and potatoes coming throughStove top stuffing mixKey message: Satisfying“Cold, provided by winter. Warmth, provided by us.”Transit stations: Bus stations: With the message and has light that radiates heat and you are ice and warm.VWKey message: “Acting responsibly can be fun”Throwing a garbage: fun.Taking stairs: fun: piano sounds to the stepThe fun theory.PriusKey Message: Feel good about saving gas and the environmentSocial tie-in via twitterDigital BillboardsRight next to gas stationsReal places: GamesMonopoly City StreetsDigital monopoly game on the real worldNike “Run to start”London city was your game board: Run around the cityNike is for everybody: city livingReal Places: Facial ProfilingKraft mac n’ Cheese Control noodle with a smileHonda Dream wallReal places: Remote testingMitsubishi Car testing1st online test driveVirtual Places: GamesSmart phone capabilitiesDurex: “Iphone baby”Doritos, Snack Strong“Prepare to take snacking to a higher level”Virtual places: Pranks“Dexter” TreatmentCustomized VideoReal place: eventsSony Viao P-Series Lifestyle PCVery small, light, fits into a handbagPowerful, 3g wireless, GPSIdeal accessory to any fashion ensemble“Marriage of fashion and technology”Real Places: EventstMobile, “Life’s for sharing”7.6 million views1,700 blogs11,500Immersive MediaNot information delivery, but about involvementUser-directedExperienceUp to the person how much they wan to get involvedDo thingsExplorationsConnects product/brand to everyday life and personal experienceCreative toolboxMedia typesStaticDynamicImmersiveOrganizationsHeadline/visualPitchStoryMontageTechniquesVisual metaphorSynergyCharactersPlotInvolvement, explorationContexts and planningCampaigns: Creative criteriaIntegrated marketing communication2:30-3:30Planning and ContextSingle ads never seen in isolationOther Ads for your product/serviceAds for your product/service in other mediaAds for competitors product/serviceNon-advertising media and mentions of your product/serviceCampaigningOther Ads for your product/serviceAds for your product/service in other mediaAds for competitors product/serviceIMC (integrated Marketing Campgain)Other Ads for your product/serviceAds for your product/service in other mediaAds for competitors product/serviceNon-advertising media and mentions of your product/serviceCampaignMany separate adsNeed continuityRelationship b/t adsSimilarities: All ads nee to share it.VisualVerbalAuralAttitudinalVisual SimilaritySimilar appearanceLayoutTypefaceStyle of ImagesVerbal similarityAuthors voice: Sense of narrator and the personality you get from the way its writtenContent: Key points“Voice”Aural SimilarityMusic, songAnnouncer’s voiceSound DesignTalks about subtotal way of how sound is used in spotMixing announcer and musicAttitudinal similarityPerspective; stance towardBrand personality“Watchin the game, havin a bud”Imtegrated Market CimmunicationsA stragetic plan that connects all communication activitiesBuilt around exiting, compelling story/situationCampaign critieria extened throughout all marketing communicationsPublic RelationsDirecct responseEventsPackagingDigitalPromoptionsSponsorsipThe ZimbabwenGatoradeCampaigns and IMCVerbal, Visual, aural, attitudinal similarityImcBuilt around compelling sotyr or situationRoles of AdvertisingDefinitions of effectivenessPerspectives for explaining effectivenessBehaviorismRationalismCulturalismEffectiveness?Advertiser goal is effectivenessWhat is “effectiveness”?PossibilitesCause you to buy (powerful)Persuade you to buy (not powerful)Pressure you to buy (potentially powerful)1. I cause you to buy somethingBehaviorismNeeds, urges, and instincts we cannot controlFood, waterShelter, fear, etc.ConditioningClassical conditioningModification of involuntary reflex behaviorsBehaviorist view of advertisiers roleCreate stimiuli (ads) to condition responses that benefit the product/serviceOvertVictoria Secret: using womenWomen used to sexualize everythingCars, videos games, motorcycles, powertoolsSubliminalMessages you don’t know you see it but you do.Belief that stimuli can be implicitMore powerfulTheory of representationSymbolismIsolated textual characteristic=specific meaningE.g. long cylindrical shape is phallicBehaviorismIs a point of viewInnate drive and urges can be conditioned to certain stimuliSymbols (ads) as universal stimuliAdvertising is powerful2. Persuade you to buyRationalismNeeds and wishes individual, known, and controllableRational self-interest, rational choice“Enlightenment” IndividualRationalist view of advertisers roleRational, truthful informationRepresentationDenotationIntrinsic Information“reason-why” advertisingRationalismRational ChoicesDependable information (ads) Crucial for informed decisionsAdvertising is not powerful3. Pressure you to buyCulturalismBORN INTO AND TAUGHT GENERAL WAYS OF UNDERSTANDING THE WORLDAssumed to be ‘natural’ and commonsenseTaken for grantedPressureFeeling we have when asked to consider taken for granted ways of worldNegative and PositiveWant to get away from negative.Positive is what you do wantCulturist view of advertisers’ roleUse existing pressure in benefit of the campaignUse compelling storyRepresentationSignificationMeaning not in the messageMeaning made through associationsTextual and SocialWe learn and internalize the meaning of particular associationsSeem naturalEX Associational MeaningAssociations in SocietyLive in a sea of learned, often taken-for-granted meanings.Ads use and remake meaningsAdvertising can potentially be powerfulRoles of AdvertisingChart will be posted on ELCCannes Filmed FestivalGuest SpeakerMobile DeviceMillennial use smartphonesBranded apps and games on mobile deviceNew way to reach peopleLegal IssuesRationaleLaw and CourtRegulations and elected governmentsLegal EnvironmentLaws and regulations that determine what they are allowed to do and what they aren’tSourcesSupreme CourtRegulations created by elected officialsFirst Amendment IssuesKinds of SpeechCommercial SpeechPromotes commercial