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JOUR 2403: EXAM 3
Joe Corr
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reative technologist
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6 roles of creative technoligist
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1. Leads strategic and creative thinking
2. Introduces emerging technologies into the creative process---have to understand the new technology
3. Manages a bunch of different things
4. Build early prototype to test ideas, interactions and functionality
5. Enable agile workflow—think through everything
6. Manages relationships
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Tony Tung
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Production
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Production
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Need to be strategic thinkers, diplomats, problem solvers and champions of great, effective advertising
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Steps in Life of a production
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--Brainstorming, whiteboards, tech discovery, concept boards, scoping, planning
--Finding the right director, casting talent, negotiating with agents, sign contracts, location scouting, crew and setup
--Editing, post production, music, sound, composition
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Why is production a hard job?
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They make the ads, they make the final project that everyone sees
Represent the agency to the outside creative world
Balancing all the different elements
Finding creative and cost efficient ways to get the job done
Responsible for the end result. A great concept can make a so so ad
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Sony Bouncing Ball Ad
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--They needed thousands of bouncy balls (sony)
--Weren't allowed to be destructive
--They only got one take.
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Old Spice Ad
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--All shot in one sequence, actually flows when they shot it, 3 sided shower, sweater drops from above, actually on water, ramp to horse
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Production problems with the Brittany Spears/Pepsi commercial
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Seems very computer generated--required a lot of editing, was expensive
Commercial got banned because viewers thought using Brittany in a shirt that showed her stomach was too 'risque'
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5 strategies in media
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Who, When, How, Where, How Much
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Who (five media strategies)
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who is the best advertising prospect to achieve a clients objective?
--Heavy users, branmd switchers, brand loyalists
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How Often (5 media strategies)
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certain times of the year when a product is more likely to be consumed or purchased
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Where (5 media strategies)
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Geographic—are there areas of greater importance? Stronger brand sales? Stronger competitive sales?
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How Much (5 media strategies)
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What’s the return?
The driver of business results: impressions, clicks/likes, continuity, engagement, community
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3 types of targeting
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--Behavioral—heavy users, brand loyalists, brand switchers
--Life-stages-- Communities of people sharing a common life experience. First car, marriage, first baby, new home.
ex. Huggies
--Interest targeting— people who share a common interest or hobby, understanding of the consumer
eg: campers, kayakers, etc
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2 major traditional media types
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---Traditional media: TV: syndication, network, cables
Magazines: trade, consumer
---Non traditional: wild postings (billboards), station domination (a station dominating a subway or train/ high traffic areas), tattoos, pizza boxes etc
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Ways brands evaluate media
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--Choosing which method is best for their company PRICE
--They look at the strength of the network, strength of the brand, size of the audience, and value (cost vs size of audience)
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2 reasons media exists
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--Relevance
--Strength of brand/network
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6 controversial issues
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--Puffery: FTC: “an expression of opinion not made as a representation of fact”
Example: Papa Johns—“better ingredients, better pizza”
--Decency: sexual innuendo, violence
--Stereotyping: portrayals of housewives, seniors, people with alternative lifestyles, ethnic groups
--Children: violence, dangerous acts, un healthy habits
--Controversy: Condoms, alcohol, religion
--Just not tasteful: Ex: ad that makes fun of religious holidays
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types of myths and stereotypes good advertising should avoid?
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Men and women
Materialistic ideal
Sex
Fear and guilt
The perfect (fill in the blank)
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PSA and Pro Bono
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PSA: pubic service announcement
Pro Bono: for the public good. done/donated free of charge.
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History and mission of the Ad Council
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--Started during World War II
--Rationing, conservation, war needs
--Continued on its own after the war
--Now they take proposals from different organizations and create ads to reflect specific causes.
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Partnership for a Drug Free America
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--Would make commercials for free against drugs
--Powerful and successful
--Started in 80s
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Truth Campaign
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Launched in 2000, largest national youth smoking prevention campaign—run by the American Legacy Foundation
Legal agreement said “ads cant vilify the tobacco industry”
Exposes tactics of tobacco industry, truth about smoking
75% of 12-17 year olds can describe a truth ad
85% said the ads gave them good reasons not to smoke
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Societal Ethics issues
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--What is a negative image?
--French Connection abbreviated their name to FCUK and put suggestive ads up that relate to sex
--Dick in a box song SNL
--Need to be aware of where their content is going to spread
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Business Ethical Issues
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--Things not to do:
Don't be stupid and broadcast your stupidity to the world....
--don't lie
Difference between puffery and deception
Claims need substantiation
--Don't steal
Ideas, Likenesses, Trademarks, Client's money
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Purpose of the FTC
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Federal Trade Commission; their purpose is to prevent fraud, deception, and unfair business practices in the marketplace.
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3 types of regulation
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Regulation—someone makes you do it
Co-regulation—parties work together
Self-regulation—individual action
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5 FTC concerns
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1. Deception--- must lead to “material injury”
Camel Lights got sued for using a cartoon character to try to get attention from kids
2. Comparisons—must substantiate with statistically significant data/facts
Reebok Easy Tone claimed to tone your butt, but no research behind it so got sued
3. Endorsements—must be qualified, must use product
Can't falsely portray an actor of using and benefitting from that product unless they actually did
4. Demonstrations—must be accurately depicted
5. Bait and switch—product must be available
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Remedies for deceptive advertising
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1.) Consent Decree FTC ask advertisers to stop running ad
2.) Cease and desist FTC gets court order for ad to stop running
3.) Corrective Ads FTC mandates new ads to correct misconceptions
4.) Consumer Redress FTC mandates reimbursement
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Six government regulatory groups
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1.) FDA: packing and labeling—ex: POM juice had to take some of their claims off
2.) FCC: Broadcast advertising—nipplegate (Janet Jackson nip slip)
3.) Postal Service: Magazines direct mail
4.) ATF: liquor labeling, advertising
5.) Patent office: trademarks (ex: Band-Aid, Kleenex)-- Kate spade coming out with a clothing line called Saturday, store in NY called Saturday said she was infringing on their trademark
6.) Library of Congress: Copyrights
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Two watchdog groups and Parent Television Council
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NAD (national advertising division)
-------Part of better business bureau
National Advertising Review Board
-------Represents advertisers and agencies
-------A division of the NAD
------------------Compliance is strictly voluntary
Parent television council
------Goes after carl juniors ad with Paris Hilton eating the burger in a bikini, also goes after shows like family guy
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Global sized business
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a business that transcends national boundaries and is not committed to a single home country.
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Global Brand:
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A brand available virtually anywhere in the world. Marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. No global brands coming out of china or Africa or Australia
Ex: coke, apple, Google
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Two sources for global brand evaluation and rankings
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Interbrand top 100 global brands
Brand Z—most valuable global brand
BRIC nations—Brazil, Russia, India and China
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Vision
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----"Brands with a vision embody a clear direction and point of view on the world"
----Convey what they are here to achieve
-----Adapt this point of view throughout the world.
-----Ex: AXE pov: Get the girl
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Invention:
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Can never be static, requires a commitment to continuous innovation, service excellence, and new forms of brand experience.
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Dynamism
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Dynamic brands generate popular culture.
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How does Starbuck build their brand within the world?
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---Customized choices—uses green/brown colors
----Long-term attitude—creates a good atmosphere.
---Consistent image—people know what to expect
----Visionary leadership
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Eight principles for building modern marketing strategy - define/identify Steps in the consumer pathway
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1. Create involvement and relevance, not just awareness. Ex: VW has been using an online video to reach its customers in Europe
2. Adopt digital practices as best practices for all media
Interactive media has grown in popularity because it can track response, behavior and sales
3. Let consumer insight drive the media strategy
Planning media from the consumers perspective
Today’s strategies need to be driven by communications platforms with insight at the center
4. Media Neutrality
The process for developing advertising needs to start with “where should we be?” And then move to “how to say it?” rather than the other way around
5. Micro-media makes word of mouth marketing more scalable
Micro-media= video on YouTube, E!, iTunes download
Consumers now more likely to believe individuals rather than a faceless corporation
6. Search is the last mile of marketing:
Google has replaced print advertising and in store advice in providing information on a product
7. Content is royal: agencies want to create content so valuable and useful that consumers wouldn’t want to live without it
8. Personalization:
Google finds content customized to a persons search terms
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Definition of Stereo types
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----Focusing on certain types of people and individuals—white, young, beautiful, slender people with immaculate hair, teeth, and complexion
----Most people left out and if they are included they are usually like the Mexican bandits with the stereotypical sombrero hats in commercials to advertise beer, portrayed as figures of ridicule or amusement
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Is all stereotyping unethical?
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In advertising, stereotyping is an essential and efficient communication of visual or audio messages about products to consumers through typical images that consumers can easily recognize
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Ways advertising damages society, culture and democracy
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---Stereotyping of a certain group of people can harm the people in that group by misrepresenting them
----Converts real individual persons into artificial constructs that function as objects for the promotion of consumer products
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What is the difference between how society and business labels people/individuals?
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society labels us as citizens, business labels us as consumers.
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What are the potential issues around “advanced branding”?
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Brands want to BE the culture and not sponsor it
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What are the potential issues around advertising/marketing to children? How are these manipulated?
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Childhood spending, children wanting to buy junk food, not understanding parents are acting best for them.
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What are the potential issues surrounding “branded entertainment”?
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Very few experiences that aren't branded, lines are getting blurred
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What are the potential issues with consumer insight?
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If brands lose touch w/ the local environment, they become irrelevant
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What are the top global brands?
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Pampers
Nokia
Microsoft
Colgate
Coca-Cola
Nike
Sony
McDonald's
Adidas
IBM
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How global brands are built -discuss ease/difficulty of the process and steps
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---Great brand experience,
---consistent and clear positioning,
---sense of dynamism,
---sense of authenticity,
---strong corporate executive
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Define brand value and its importance
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value of having a well known name, where you sell more product than a brand with less of a name
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Steps to evaluating brand value
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Identify and allocate intangible earnings to brands, determine brand contribution, discount earnings back to NPV
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Know the impacts of the Great Recession in 2008/09
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so many ways to create and deliver ads, the industry started to die, agencies downsized
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How has the relationship between clients and agencies changed – i.e. is it still exclusive?
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clients dont need an agency anymore, it is not exclusive.
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What are the newer agency options for clients?
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digital production companies, commercial production companies,media companies,
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What are some of the newer agency job titles
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account manager,
account planner,
digital strategist, media/channel/communications planner,
creative technologist,
agency producer,
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What is the Google Creative Lab?
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small team that strives to re-think marketing across every kind of media, currently existing or not, with Google as it’s sole client
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How the creative team within agencies changed?
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here isn’t a fine line between who is creative and who isn’t.
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How is crowdsourcing is being used by advertising agencies?
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They will use the ideas put forth by amateurs and use them in their ad. They dont have to pay employees, they only have to take the ideas from the crowd.
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Commercial speech
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----Speech that proposes a commercial transaction (advertising)
----Expression related solely to the economic interests of the speaker and its audience
-----Ruled to be entitled to less protection under the first amendment than noncommercial speech
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First Amendment as it applies to advertising
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The first amendment protects advertisings “informational function.” When advertising is false or misleading, it is not serving an informational function and is therefore not protected
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Know what the Central Hudson Test determines
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Test that evaluates the constitutionality of regulations applied to commercial speech
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Federal Trade Commission’s regulatory role and responsibilities
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Prohibit deceptive advertising—“unfair or deceptive acts or practices in or affecting commerce are unlawful”
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Requirements for endorsements on blogs
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FTC requires bloggers who make an endorsement to “disclose the material connections they share with the seller of the product or service”
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Deceptive, unfair, subliminal, and other forms of advertising
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-----Comparative: an advertiser cannot engage in disparagement of competing products through the use of false of misleading pictures, depictions or demonstrations
-----Subliminal: acts on consumers subconsciously by transmitting messages to them below the threshold of their awareness (messages hidden in tv, in print, films). FTC deems this deceptive
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What is the Lanham Trademark Act?
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Establishes the requirements for obtaining a federal mark
- protects marks from infringement
- trademarks are registered with the US PTO
- valid 10 years
- renewed for an unlimited number of 10yr periods
- can be registered 6 months prior to use
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