Advertising Test 2 review

Advertising Test 2 review - Advertising Test 2 Guest...

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Advertising Test 2 01/05/2007 14:55:00 Guest Speaker Potential Questions: Connection Planning – Ben Chung (Chiat Day) Definition and importance in advertising process Connections can be anything that exists between a Brand and its Consumers What is the connection planning framework? Connections Planning identifies the optimal Contexts by which we bring the Disruptive Idea to life What is the most important aspect of connection planning? Connections Planning Framework? Important Quote: “Half the money I spend on advertising is wasted; trouble is I don’t know which half” – John Wanamaker International – Gary Burandt What is different about advertising around the world? What I’ve learned: a. The world is not getting smaller, but it is getting closer b. Media knows no borders c. We live in an international marketplace d. The internet is a global bazaar e. You can buy the same stuff at the same stores almost everywhere
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What is the job of advertising? Create and control brand awareness/ preference Stimulate action Three screens of the future 1. TV 2. Computer 3. Cell Phone What’s good advertising? Product focused Compelling idea Simply stated Relevant Memorable: Surprise + relevancy Cheap!? Surprise plus relevancy equal what? Society and Advertising – Richard Goode-Allen How is advertising subliminal? GAME is an acronym for what? What is the thing versus the think?
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Truth Campaign- Lindsey Allison How is the Truth campaign funded? State of Florida won lawsuit against tabacco company Now is nationally funded What were the key pieces of learning that lead to the strategy? What was/is the strategy? Not preaching What were the results? Decreased smoking among teens Research: 1. Why/how is research used in advertising Many types of research goes into an advertising campaign Important to understand problems, consumer, future, what’s working and what isn’t All ad people are researchers Getting to the right strategy/creative a. Passionate search for the truth b. Connection of the dots c. Mixing quantitative skills with creativity Research:
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a. To gather information to solve a problem
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Advertising Test 2 review - Advertising Test 2 Guest...

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