I. Terms/Concepts: Visual style (concept, time frame, examples),Oddvertising (concept, time, frame, examples, leader end of changes in media in 2000), Adoption curve (how is it changing), How communication is changing, What/how is digital changing, TV industrial complex, Fragmentation, Viral marketing, Media neutral ideas.I. Technologies impact on everythingII. The five p’s of marketingIII. Definition of a brandIV. Types of marketed productsV. Difference between a product and a brandVI. What makes a brand great?VII. Components of a brandVIII. Changes in communication modelIV. Different types of communicationThe digital revolution affects every aspect of our lives:Moore’s Law “ the number of transisters almost double every year”Travel drives:More processing power because of this  failing costsMore stoarage because of this  failing costsFaster bandwidth because of this  failing costsAll of this has caused a few changes  Changed the way we communicateFacebook/snapchatchanges to navigate  gpstechnology has changed the way we read books (read to you)/watch movies/play games (minecraft)/the way we stay healthy/ make our opinions heard(twitter)/ changed the way we give (ALS challenge)Advertising is mostly becoming socialwe’re becoming mobile  86% of mobile users are using their web devices while watching TVBrand stories are important  what story are you trying to tell? What are you trying to sell?Functionality:Our need for it (facebook, twtter, pinterest, wordpress, tumbr, instagram, google +)What can we do, if it an experience or pure functionalityConsumer experience is key  push it into communication and viralConsumers are changing:Not massNot geographic (doesn’t really make a difference anymore; you could run different campaigns in different countries and it stayed there)Not that interested in the message but VERY interested in culture  how to get into mass culture, exercise culture which ever it is, make a changeCrispin Porter Bogusky states:Branding is everything and everything is mediaControl is an issue the way people look at media now, is that there is “media that you own” (website, social media; anything that is your to control); “media that you buy” ( where do you spend your money; who are you giving money to?); “earned media” (how your message gets spread by others, this is the game that everyone is trying to play)The bigger you can spread it, the more people are going to see it.Consumers are in charge  increasingly soLines blur again (what is real and what is being planted?)Technology will continue to disrupy industries:You used to buy albums  cassettes  CDs  download songsPrivacy is goneMusic industry  disrupted first12 yr sued for music downloadingspotifyhow we find our celebrities is changing  Justin biebertalent agents looking at youtube  looking at the next celebritieswe can make movies ourselves (imovie)100 greatest hits of youtube in 4 minuteshouse of cards (Netflix)Technology will continue to alter our landscape and options:Looking at celebrities in different ways (twitter)HBO  BBDO; watching 8 sets at the same timeJFK Library  recreated the whole moon landing, as if it were happening; took at the messages between NASA and the astronauts and recreated it in social mediaBlend technology and creativity:DHL IS FASTER  innovative way to communicate; boxes mailingHow advertising fits into Marketing: Advertising is one part of the marketing mixWhat is a brand?:Packaged goods (cpg)  anything that is packaged and you use it, it’s finished and you rebuy it; replaceable (soda, diapers, soap, food)Durable goods  bigger ticket items; cars/furniture; you’re going to get into this market and then not be there in awhileServices  banking/credit cards; what you’re paying for is the service and the transaction; longer term; what else are you getting? Loyalty?Technology  crosses over into durability; (camera, computers, usbs, vcrs)Retail  target (a brand that sells other brands in its store)People (celebrities)  David Beckham; Miley Cyrus; Justin Bieber (instagram); Obama; Kayne West; Animals (grumpy cat; friskies); Vet Clinics, HARVARDWhat is the difference between a product and a brand?Product: the THINGPhysical attributes (styles, features price)Performance (meet consumers expectations)ValuesBrand: the THINKhow someone feels about a productPersonality; trust; reliable; confidence; status; friendship; shared experienceThe business of brands:old English verb biernan (to burn)“a brand is the sum total of everything a company does 0 the good the bad. Creates a large context or identity in the consumer’s head”why are brands such a big deal? This is where their values come from for companies/businesses/firmse.g. APPLE (how people see the brand)if you ruin the brand you cannot replace itWhat do Marketers DO?Five critical decisions:1. Product  how is it manufactured and assembled?2. Price  what price do we set for it?3. Place  distribution of product; are we going to sell it everywhere?4. Promotion  advertising; communication5. People  the consumer the people that surround the brand; influences; stakeholders (consumers, community)JOUR 2403 Lecture 6 Outline of Last Lecture I. Terms/Concepts: Visual style (concept, time frame, examples), Oddvertising (concept, time, frame, examples, leader end of changes in media in 2000), Adoption curve (how is it changing), How communication is changing, What/how is digital changing, TV industrial complex, Fragmentation, Viral marketing, Media neutral ideas. II. Agencies, people and work: Goodby, berlin and silverstein/cliff freeman, Crispin porter + Bogusky, RGA, Coke/Mentos CGC, Dove AD, BMW Films, Web 2.0, Consumer generated content, Nike+Outline of Current Lecture I. Technologies impact on everythingII. The five p’s of marketingIII. Definition of a brandIV. Types of marketed productsV. Difference between a product and a brandVI. What makes a brand great?VII. Components of a brandVIII. Changes in communication modelIV. Different types of communicationCurrent Lecture- The digital revolution affects every aspect of our lives:o Moore’s Law “ the number of transisters almost double every year”- Travel drives:o More processing power because of this  failing costso More stoarage because of this  failing costso Faster bandwidth because of this  failing costs- All of this has caused a few changes 