Media typesStatic, dynamic, immersiveEnvironments (real or virtual)Out of home; websites; combinationInvolvement; explorationSocial tie-inReal placesApotek hair care productsKey message: gives you healthy hairConcept: “makes your hair come alive”Pepsi MaxKey message: Tastes greatConcept: “Unbelievable”VolkswagenKey message: “acting responsibly can be fun”Ad where they turn staircase into piano so more people want to take the stairsReal places: facial profilingReally useful in immersive environment, use of webcams that can discern through appearance gender age and if you are smiling or not then respond to the person it sees and what he/she is doingReal places: gamesInvolves people in a competitive senseChallengeAsics, “Run With Ryan”Virtual places: GamesSmart-phone campaignsDurex, “iPhone baby”Durex condom ad, app on phone that pretends you have a baby (cries, etc. ) to show what could happenDoritos, Snack strong“prepare to take snacking to a higher level”InvolvementAustralia post: postal video stampPostage stamp with QR codeVideo your message, linked to QR codeA joke you play on unsuspecting people, joke pays off with the key messageLG flat-screen TVsFeature: sharp, clear, bright pictureConcept:Ex) people in elevator and they pretend the floor is fallingEx) urinal in mens bathroom, they have images of women on the screen looking at themUseful in promoting horror movies latelyScary baby screamingReal places: eventsSony Viao P Series Lifestyle PCVery small, light, fits into handbagPowerful; 3G wireless, GPSIdeal accessory to any fashionable event“MarriageT/MobileIts network keeps you in touchConcept: “life’s for sharing”Immersive mediaNot information delivery, but involvementUser directed involvementUsers can chose how they want to be involved, not required to do anythingDo things—not just standing around and watchingAllows for explorationConnects users to the brand and puts the brand in the middle of their regular day to day routine*The point is to experience the messageCreative toolboxMedia types: static, dynamic, immersiveOrganizationsToolbox has different options, you can organize ad as pitch, story, montage, or headline/visualTechniqueVisual metaphor, synergy, characters, plot, involvement and explorationThese are the tools creatives haveYou have to know how to use these tools wellLecture 24 (March 31)Discuss the planning and context of campaigns as well as IMC.Planning and contextSingle ads never seen in isolationCreate a number of ads to create a campaignCreative teams have to plan ads with certain contexts in mindThings to keep in mind:1. Other ads for your product/serviceFirst context to be mindful of, need to be consistent throughout, or changing it on purpose throughout, be well aware of the existing ads you have already done2. Ads for your product/service in other mediaSecond3. Ads for competitors’ product/serviceIf you want to differentiate your product from them, must say something DIFFERENT, in a different way, can only judge this if you know what they are doing4. Non-advertising media and mentions of your product/serviceEverywhere product is mentioned outside of ads, Ex) news stories, product reviews, TV shows*first 3—what you need to keep in mind when planning a campaign*all 4—what you need to keep in mind with integrated marketing communicationCampaignsMany separate adsTough to pull off—because you are making a bunch of separate ads, not just one or twoNeed relationship between themTarget market must know they are all related, one big effort,Similarities: visual, verbal, aural, attitudinalAll ads must have these similarities, when they do1. Visual similaritysimilar appearanceads appearance should be SIMILAR, not identical (or it will get boring)layouttypeface (headline, body, etc.)style of imagesex) series of ads—similar layout, all have a children’s toy against white wall2. Verbal similaritycontext, key pointsall the ads should have in general the same content and making in general the same kind of key points, not each ad word for word like the next“Voice”voice the words are written through, the “voice” needs to be the same3. Aural similaritymusic; songif an ad (radio, internet, TV) has sound, it is very crucial that all the ads have a similar style if not the same songannouncer’s voiceif there is a voice over, should be the same announcer and speaking in the same waySound designIn general sound design is same, how all these choices plus sound effects are put together and mixed to have a similar sound across all these ads,4. Attitudinal similarityperspective; stance towardgeneral perspective in the ads in a whole toward the product, the stance that is taken, Is this serious? Humorous? Harder to point to any specific characteristic, general overall sense that they are all talking with the same attitudeBrand personalityThis should be expressed….extreme? serious? Comforting?, through attitudinal similarity it is expressed very clearlyIntegrated marketing communicationsIt is a strategic plan to link together all the communication activitiesIMC recognizes that advertising is only one of many forms of marketing communicatingBest way to create effective IMC effort is built from existing story or situation that is relevant to your target market and you build upon that (not starting from scratch)Figure out core concept of IMC then you extended effort through advertising and other available channels of marketing communicationPR, direct response, events, packing, digital, promotions, sponsorshipsDove “real beauty”Definition of beauty for women = limiting and unattainableCampaign ongoing since 20006Purpose is to challenge beauty stereotypes (in different ways)Invite women into a discussion about beautyOut of homeTalk shows, women’s magazines, main stream newsSeries of billboards being talked about in these non advertising media ^Earned media value = 30 x the value of paidVideos, distributed virallySo not putting on TV, just YouTube or their site and letting users spread this stuffGatoradeCampaigns and IMCCampaign continuityVerbal, visual, aural, attitudinal similarityIMCBuilt around existing compelling story or situationMedia presence indcluding but beyond advertisingIMCYou need to pay attention to all four of the content hereNot a kind of ad-it’s a strategic plan to link together all the communications strategies you want toCampaign criteria extended throughout all marketing communicationsPublic