ADVERTISING 12 2(5) 5(1-2,4) 6(6)
Welcome to Advertising & Marketing
Feel free to review the syllabus at your leisure.
All coursework, assignment directions and resources will be posted in this space.
Welcome to class
Review syllabus
ADVERTISINGsyllabus.doc
JAN 31
Assignment #1
Quest #1 "The brand that I am..."
As noted in The Greatest Movie Ever Sold, Morgan Spurlock is asked to acknowledge and consider the fact that individuals are to a certain extent "brands"....
Using a T-P-S model (Think Pair Share) define your "brand", then type up a description and share with a peer.
Take the list of words that you generated when considering "the brand I am". Use these words to create a board on Pinterest. (If you don't have a Pinterest account, sign up for one now. Your board should also include images of products that you like/enjoy/"must have".
What is Pinterest?
Quest #2
"Pinterest Image Data Proves Valuable to Brands"...do you think this is true? Why/Why not?
REMEMBER your collage MUST include specific connections to the descriptive list defining your "brand" (your identity) as well as a number of images, products or corporate logos representing products/services that you use. Screen shot and print out a copy of your Pinterest board when complete.
HOMEWORK: Watch the commercials during the Superbowl 2/3/13 We will revisit these examples soon...
What time is the Super Bowl? Kickoff is 6:30 p.m. ET.
Where is the Super Bowl? Mercedes-Benz Superdome in New Orleans
What TV channel will carry the Super Bowl? CBS. The game also will be streamed live on CBSSports.com.
Who will sing the national anthem at the Super Bowl? Alicia Keys
Who will perform at halftime of the Super Bowl? Beyonce will perform in the Pepsi Super Bowl XLVII halftime show
Work in the TPS groups that were formed yesterday to answer the following questions (see Greatest Movie .doc) then submit your work via email to advertisingwhs@gmail.com
Group Work reflection questions:
Greatest Movie.doc
Feb 4-8
Persuasive Techniques
Students will:
1.) demonstrate an understanding of three persuasive techniques (pathos, logos, and ethos) and other advertising strategies.
2.) analyze advertisements according to their employment of these techniques.
3.) demonstrate an understanding of the concept of demographics and specific audience.
In Class
Advertisers very carefully construct their ads to make them memorable and appealing to consumers, and that the ways in which they try to convince them to buy products are similar to the ways they have been taught to write persuasively, using certain techniques and aiming toward a particular audience.
PersuasiveTechniques-1.pdf
AnalyzingAds-1.pdf
DON'T FORGET!!!!
SUPER BOWL ASSIGNMENT
Feb 11-15
There are generally two ways to segment your market: looking at demographics and looking at psychographics.
- Demographics – These are the basic facts about your consumer such as their age, gender, education, income, job type, and marital status. In other words, how/does a 22-year-old college just out of college look at the world differently than a newly retired 65-year-old business executive?
- Psychographics – Psychographics are more about the character, personality or worldview of the individual. For instance, are they optimistic or pessimistic? Do they take control over their life or are they more passive? Are they open or closed-minded? Where does their sense of self-esteem come from?
Demographics (Who are you?)
Demographics-1.pdf
Distinct Psychographics
Targeted Commercials
Targeted Commercials.doc
Use the superbowl ad samples to analyze commercial targets...directions are in the above document "Targeted Commercials"
Identifying Psychographic Targets for Brands
Unit 1 the important of context and connections
CASE #1 GAP
Notes:
1AdvertisingDesignCurriculum.doc
Article 1
Gap scraps new logo | News | Marketing Week.pdf
Article 2
BBC News - Lessons to be learnt from the Gap logo debacle.pdf
Visual
Case # 2
New Starbucks Logo
The unveiling video
Challenge: See how many logos you can name correctly
FEB 25-March 1
UNIT 2
Typography, Contrast & Color (unit outline)
Notes
Typography:artful words.doc
The Sequence of Cognition:
What is it? Why is this important to know?
Class work:
Look at shape sample types shown. in class Consider the different ways in which theme and presentation are connected through various "components" (image, icons, typography, linework, borders, backgrounds, colors).
Practice:
1.) Take a photo image and change it into a form using the stamp filter in PS
2.) Use dafont to search for and download potential typefaces that might connect to or enhance the visual message of your form
Task: You are to create 1 sample to be used for a logo design. The client is a small bathing suit company. Can you can determine a demographic market for this assignment? Generate a list of items you associate with this company's product. Can you come up with a clever name for the company? Is there a way you can take a tangible object and change it into a shape or form? Can you list ideas for how you might use basic geometric shapes, complex geometric shapes, freeform shapes, random freeform shapes, or literal freeform shapes for your logo? How might you justify using such options?
UNIT 3Why simple shapes???
Circle, triangle, square, rectangle, ellipse, polygon, star….It’s easy for a viewer’s mind to interpret and connect with a basic shape: designs built from these easy-to-grasp forms contain the essence of their simplistic root components which the human brain appreciates and finds aesthetically pleasing. (*Hint SCC we reviewed in class)
Shapes can convey universal meanings, organize information and guide the eye. We have a spontaneous perception of shape that is probably connected with the deepest levels of our perception of the world. Shape is universal and can be understood beyond the limits of cultural identity. The endless interplays and variations of shape stimulate our curiosity constantly, with each shape holding for us it's own expressive meaning and character telling us completely different stories from one shape to the next.
We also respond to shapes emotionally. Clever designers use this connection between our emotions and shapes to their advantage. It is important to understand the influence of shapes on the perception of a design. Shape can add it's own meaning to a design, or simply reinforce the perception created by other design elements such as line and color. For this reason, it is important to understand the impact of shapes as they can mean the difference between the success or failure of your logo design.
Below are frequently used symbols in designing logos:
1. Mobius:
Many logos are focusing more on environment-friendly measures. But in doing so, they use common logo concepts. The widely used of the eco symbols is the Recycle sign, three trailing arrows that create a Möbius strip.
2. Circular Rings:
One of the most widely seen symbols is the ring symbol. Most popularly seen in famous logos like Olympics or Audi this symbol is excessively used.
3. Swishes and Swooshes:
Swoosh sign is most popular in the Nike logo. But, over the recent years, it has been overly been employed by logo designers. They are used either in the form of singular or multiple swooshes. You can also witness this symbol in the likes of swooshy people, which are pointed three-pronged human shapes and a circular head.
4. Geometric Shapes:
Geometric shapes are also regularly used in logos. Some of them include like triangle, square and circle shapes. The MS office logo will remind of this type of symbolism.
5. Spherical Globe:
Yet another excessively applied symbol in logo designing is the sphere-shaped globe. You can see this symbol in a variety of famous brands like AT&T or Sony. Spherical shapes, placed either in a row or the unending loop, are very common today.
FEB 27
UNIT 4
The Power of the VISUAL ECHO
Notes:
Visual Echo.doc
Examples
1.) Echo through Color
2.) Echo through Typography
3.) Echo through Content
4.) Echo through Style
5.) Echo through Theme (Can you guess the theme?)
Exercise: THEMATIC REFERENCE
Assignment:
Client: Stone Zoo
Purpose: Design horizontal billboard ad to generate interest about a new safari exhibit opening on 3/13/2013
Your task: To design (4) different billboard examples using any of the following:
Visual Echo by COLOR
Visual Echo by STYLE
Visual Echo by CONTENT
Visual Echo by TYPOGRAPHY
Visual Echo by THEME
LECTURE:
Tagline basics
10 tagline basics
Types of taglines
3/4/13
Warm up...get your creative ideas flowing
Review-Tagline Basics
Challenge:
“One ride. Six words. What’s yours?”
A Six-Word Test Drive Contest With MINI Cooper
You have 20 min to submit 5 ideas in teams of 3 people
Unit 6
Color Fundamentals
Notes
color.doc
HOMEWORK
Read
3/8/13
UNIT 7
What's in a name?
Use these notes to establish the logic behind your company name
names.pdf
In class, please submit 5 potential names for a frozen yogurt store/boutique.
You must include 5:
Founder Name
Descriptive Name
Fabricated Name
Metaphorical Name
Acronym
**Then tell me why each name is meaningful, memorable, future oriented, protectable, positive and visual
HOMEWORK 3/8/13
A look at 30 other corporate logo redesigns
10 Massive Advertising Campaign Failures
3/11/13
Review
Review Persuasive Techniques in Advertising
Pathos: an appeal to emotion
Logos: An appeal to logic or reason
Ethos: An appeal to credibility or character
Assignment:
1.) Work in Photoshop with a partner to create 3 print advertisements for the yogurt shop/boutique you pitched a name for during class yesterday. Explain how each uses pathos, logos and ethos. Be sure to identify how you are using shape, color, image and text to engage a particular response from the viewer.
3 samples due today….doc
3/14/13 REMINDER: REVIEW TODAY
You can find all of the answers in the unit notes 1-7.
Assessment ADV(3).pdf
Assessment ADV(3).doc
UNIT 8 3/20/13
QUESTION: How can embedded analytics assist you in building your brand extensions?
What are the characteristics of the best brand identities and how does one define the "best" identities?
HOMEWORK (LONG TERM ASSIGNMENT DUE 3/21/13)
*Note: You probably want to begin the Coffee Shop blog assignment
1.) STA$B**KS BLOG ASSIGNMENT
RESOND TO THE EVITE TO JOIN THE BLOG AND FOLLOW THE DIRECTIONS POSTED
THIS ASSIGNMENT IS DUE IN 2 PARTS:
A.) THE PHOTOS ARE DUE (AND MUST BE POSTED ON THE BLOG) BY
B.) THE ANALYSIS OF YOUR POST MUST BE EVIDENCED BY
2.) USE THE IMC NOTES AND THE FRAMING QUESTIONS POSTED ON THE BLOG TO GUIDE YOUR ANALYSIS
List of materials to investigate for your SB assignment
Materials to investigate.pdf
IMC.doc
REMEBER TO COMPLETE THIS SB ASSIGNMENT YOU MUST:
1.) EXAMINE THE USE OF "BRAND IDENTITY" (SEE NOTES)
- MARKS
- LOGOTYPES
- COLOR
- IMAGERY
- TYPOGRAPHY
2.) EXAMINE NEW SALES & MARKETING MATERIALS (SEE NOTES)
- NEW E-COMMUNICATIONS
- NEW MARKETING MATERIALS
- OTHER ENVIRONMENTAL MESSAGES
- THE ACTUAL RETAIL ENVIRONMENT
- EPHEMERA
Here's an example of what you might include in your blog posts (click link)...
3/26-3/30/13
Ad of the Day
1.) Consider the message and the audience.
The obvious goal of most ads is to get you to buy a product or “buy into” an idea. When you understand the message
and audience, you can determine which techniques are being used and why.
Ask yourself:
- What is the message?
- What does the ad want the consumer to buy?
- Who is the audience?
- Does the ad appeal to certain emotions or beliefs?
- What do those emotions or beliefs tell you about the audience?
2.) Spot the persuasive techniques.
Advertisers strive to make each ad memorable, convincing, and exciting. Characters, slogans, text, and sounds are all part of the persuasive technique.
Ask yourself:
The people who appear in the ad often reflect the target audience or whom members of that audience are likely to admire. Advertisers might choose specific celebrities to endorse products because they want the audience to associate the celebrity with the product. Actors or models might be chosen for many
reasons. For example, they might be people just like the audience (plain folk), rebellious or unique (individuality), or “one of the crowd” (bandwagon).
- Does the ad appeal to emotion or to logic?
Many ads today don’t provide information about the product, and some ads don’t even show the product. Instead, the ads appeal to the audience’s emotions, such as pity, fear, or vanity. For example, commercials for telephone companies often appeal to viewers’ emotions of happiness or nostalgia to leave them with a positive feeling about their product and company. Some ads use humor to persuade an audience.
Every word in an ad counts, but not all the words actually inform the audience. Loaded language, including purr, snarl, and weasel words, appeal to the audience’s emotions rather than their reason. Purr words—such as “tasty” and “sensational”—can make a product seem more desirable.
The best slogans are memorable and create an “image” of the product. Slogans are less about the actual product and more about the audience recalling
a catchy phrase and associating it with the product.
3.) Understand the intended effects on the target audience.
Most ads don’t employ just one persuasive technique. They often use several. Each technique is chosen to appeal specifically to the product’s target audience. Ask yourself: Why do I think these techniques were chosen?
Consider the above questions and organize your responses into a PREZI (Use the brand strategy outline to guide your answers)
CLARIFYING BRAND STRATEGY .docx
3/26/13 COMPOSITION
This week we will be working with the 2nd 'C' of design...COMPOSITION
Often, a designer must decide how to crop a photo in order to best display its content.
Ask: What is the purpose of this image (logos)?
What 'feeling' (pathos) should its composition lend to the piece?
Would a particular way of cropping help with the placement of other elements (components) within this space?
Be decisive; every element and division of space should be consciously considered and complimentary to the overall theme of the piece (echo).
3/26/13 Point of View (Worm & Bird)
L2_POV_web.ppt
Bird's eye view - the photo places the viewer, high up, as though you are looking down on everything; tops of things are bigger so they appear nearer.
Worm's eye view - the photo places the viewer, down low, as though you are looking up at everything; bottoms of things are bigger and seem to be nearer.
Assignment:
Identify:
What is the purpose of this image (logos)?
What 'feeling' (pathos) should its composition lend to the piece?
Would a particular way of cropping help with the placement of other elements (components) within this space?
3/27/13
UNIT 9
Which elements of a layout are dominant??
You must be decisive to guide the viewers eyes through the content (remember Fibonacci & composition?). Elements can dominate through use of size, comparisons of color, or layout (an intriguing presentation).
Size Relationships
Pinball Digital Imaging (See below)
1.) (Vertical & Modern) The image in this arrangement dominates but does not overwhelm the condensed typeface below. It's contemporary and stylish; it uses somewhat unconventional typography and vertical arrangement.
2.) (Horizontal & Traditional) The weight between image and type here is minimal -each are similar- It's unified, conservative & corporate
3.) (Focus on fonts) TYPOGRAPHY dominates the image. When used with a tasteful/traditional font, the look is responsible, secure, formal.
4.) (Focus on icon) The image here is dominant, but the word 'digital' stands out by means of color contrast.
 Assignment:Combining fonts and images
Materials: Fonts, graphics, Photoshop or INDD, icon samples
Visual agreement between fonts and graphic elements is something that designers are constantly aiming for within their layouts. For this assignment, develop a fictitious company name to match two of the icon samples below. Then, select a font to use with that company name that thematically and visually connects with the icon being used. Experiment with font choices, with placement of the typography in relation to the icon (see the pinball examples for ideas); investigate many possible options before selecting your final submission.
Ask yourself: Do the curved or straight characteristics of the typeface echo those of the icon? Should they?
Should you contrast between the two to suit your theme?
Is there a clear visual hierarchy between typography and icon? Which one dominates and why?
Evaluating Your Composition.doc
Finish and submit the assignment: Combining fonts and images
Don't forget to:
3/28/13
USING RADIO in advertising
Radio has a distinctive advantage over print in that the audience is more focused on the message especially through repetition...read more about radio in the document Radio Adv Facts
Radio Adv Facts.doc
Samples.m4a
Subway.m4a
Using the samples provided, follow the guidlines on the ad deconstruction sheet to pull apart the various components of a radio ad.
Assignment Ad Deconstruction
AD DECONSTRUCTION OUTLINE.doc
4/2/13
UNIT 10 Radio Ad Project Planning
Items/Equipment Needed:
GarageBand
Additional Music/sound if desired
Activity Description:
Students will work in small groups (2-3 people) to create a script for and produce an audio production for the promo below...be creative when developing your promo script.
Friendly’s NEW ICE CREAM CREATIONS
Our newest waffle sundae creations include Chocolate Supreme, Nutty Caramel, Reese’s® Pieces® Explosion, Strawberry Cheesecake or Build-Your-Own Waffle Sundae.
April Fools Day is around the corner but this is no joke! Stop by Friendly’s on April 1st with someone special to try the new waffle sundae creations and receive a free sundae for a friend (BOGO). This offer is only valid at participating locations.
Minimum Production Requirements:
At least one live voice, a least 2 different sources of music and/or sound, and at least one segue or crossfade at an appropriate place.
Time:
Target is approximately (:18-:30) for final production.
Planning R Ad.doc
Rubric Radio Ad.doc
Homework: READ
GarageBandAtAGlance.pdf
Or watch:
Other Useful Resources:
BE CERTAIN THAT YOU...
Mention the Product
The product should be introduced immediately at the beginning of the radio commercial. Ideally, it should begin with creating or identifying a need. Now that you have your listening audience's attention, it is time to quickly discuss the benefits that your product has to offer. Focus on the main benefits to consolidate what you have to say.
Offer an Enticement
After you have told your listening audience what your product does, you need to offer the listener an enticement. This can be a special offer that is only available to those hearing your 30-second spot on the radio.
The Call to Action and Reminder
Lastly, you need to close your ad with a quick call to action and a reminder about what your product does. You have closed with a reason for the listeners don't want to miss out on your offer, and you have reminded the listeners what your product does.
4/5/13
**Once your podcast is planned please answer the following questions and submit your answers with your final podcast (use planning R ad.doc when writing your responses).
Assignment Questions:
- Identify and explain how the strengths and attributes of radio might influence your consumer to buy your product/promotion?
- Which radio campaign structure will deliver your message in the most effective way?
- What will the frequency of your campaign be? (See FOC to define/explain)
- Which local station would you select? Why?
5. How might the brand purchase cycle influence your consumer according to the message you are delivering in this radio spot?
'Return On Investment - ROI'
A performance measure used to evaluate the efficiency of what you have invested in a marketing campaign or to compare the efficiency of different media options. To calculate ROI, the benefit (return) of an investment (total amount of increase in sales/site visits/expansion of target consumer/etc...) is divided by the cost of the investment; the result is expressed as a percentage or a ratio.
The return on investment formula:
Assignment:
1.) Complete the Radio Template planning sheet
RadioTemplate.doc
2.) BONUS: Complete the radio section of the media calendar planner (BE SURE TO DEFINE THE SCHEDULE AND TARGET FOR THE NETWORK, SPOT & STREAMING)
MediaCalendar.xls
Here's a helpful link containing some cost info for radio ads in Boston
Homework: Read this brief post...
4/9/13
UNIT 11
Question of the day...
What is guerilla marketing?
Definition
Unconventional marketing intended to get maximum results from minimal resources. (See link)
Browse through these resources:
Computer games move into guerrilla marketing - Times Online.pdf
Answer the following questions:
What did you think guerilla marketing was?
What did you learn about it?
How might you utilize this strategy for your current project assignment?
Video assignment due TBA
QUIZ 4/11/13
Techniques.doc
4/22-4/30/13
FOR THE "USING IMOVIE TO CREATE STOP ACTION FILMS" TUTORIAL CLICK ON THE NEXT LINK
STEP 1 STOP MOTION FILM PLANNING (Use the templates in UNIT 12 Storyboarding for additional assistance)
1.) Watch Tutorial
2.) Work with your groups to conceptualize your story
3.) Be SURE your purpose aligns with your approach and narrative
4.) MOVE ON TO STEP #2
STEP 2 STOP MOTION FILM PRODUCTION
1.) Read through notes Steps to Stop Motion Filming
2.) Follow steps in notes
Steps to Stop Motion filming.doc
UNIT 12 Storyboarding
Developing your Digital Story
- Pre-writing: brainstorming, collecting images, researching, outlining, and storyboarding
- Drafting: creating a script and developing form
- Revising: modifying images and organization
- Editing: timing, images, and narration
- Publishing: the final product
What is Storyboarding?
Storyboards are visual representations that aid in the the creation process of digital storytelling. Storyboards lay out images in sequential order to create the the flow of the production. They can also include technical aspects and explanations of design. The following flowchart demonstrates how the basic scenes from a digital story might be organized.
Assignment:
Outline and construct the details of your stiop motion film by using a storyboard.
Remember, on a storyboard, you pre-visualize the finished product. A storyboard is essentially an organizing guide, which indicates each frame of the commercial. It contains a rough copy of the visual images to be seen, details of the video components, including the camera direction, setting, lighting, special effects, and shot length, as well as, the audio components of script (narrative), music, and sound effects.
Sometimes storyboards are prepared on cards, which can be rearranged to present the best sequence for communicating the intended message. Sequences are combined to form a scene and sequences of scenes create the story. This can be likened to the steps that a writer uses: a series of sentences forming a paragraph, and a series of paragraphs forming a story. Storyboards are used in all forms of media including feature films, television programs, and commercials.
1.) Template
storyboard.pdf
2.) EXAMPLE
v_storyboard.pdf
3.) If USING WORD
inword.pdf
HOMEWORK:
Review Tutorial
Link to convert Youtube videos
www.youtube-mp3.org/
4/30-5/4/13
Making and Launching Viral Videos
One of the best ways to reach a large number of people and get your message across on the Internet today is through video but not just any video...it must be a video that captures and keeps your audience’s attention.
Kevin Allocca (2011), YouTube Trends Manager, explains the three factors that are necessary for an online video to "go viral" (see TEDTalks' TEDYouth event).
*Note: The term "go viral" in this case means that a video receives millions of views seemingly overnight.
Allocca (2011) explains that viral videos must have to have three elements: they must be seen by cultural tastemakers, must naturally develop communities of participation and must contain unexpected content.
So how do you make your video go viral?
•Keep your video short and to the point.
•Keep it simple and entertaining.
•State the problem in your niche market you are going to help them solve right up front in the beginning of the video.
•Give them useful information so that you move them from a place of no or little knowledge to a place of educated knowledge that puts them ahead in their industry.
•Choose a title with key words – ones that captures your niche market’s attention and offers a solution to their problem.
•Create a coordinated attack with link bait so that you rank on the first page of Google within 24 hours of posting your video.
Assignment:
Creating a Viral Video (Stop Motion)
GUIDELINES:
• Running time: 2 minutes maximum, not including any credits.
• Music: Students may use music, samples, files or other works created by others in the video project for educational use, provided they have given credit to the original author.
APPROPRIATENESS REQUIREMENTS:
Viral videos must not:
• depict dangerous or reckless conduct, including risky or unsafe techniques or activities;
• include trademarks, logos or copyrighted material not owned by student or used without written permission (such as brand names, company names, music, photographs, works of art or images published on or in websites, television, movies or other media);
• use individuals’ names, in whole or in part (including the student’s name), without written permission;
• refer to public figures;
• contain profanity, pornographic or sexual content, content promoting illegal drugs, tobacco, firearms, or weapons, hateful content of any kind (including racism, sexism, etc.), content that promotes violence or harm to another living creature, or any other offensive, obscene or inappropriate content; defame, misrepresent or contain disparaging remarks about other people or companies, including, but not limited to, Sponsor; promote a political agenda, regardless of the political affiliation; contain materials embodying the names, likenesses, photographs, voice or other identifying elements of any person, living or dead, without written permission.
Homework:
Webby Awards 2013: See The Best of the best this year
5/6/13
UNIT 13
Marketing with Viral Video
Review and explore the above links.
In your creative design teams, answer the following questions as they relate to your current project.
Today's Assignment:
1.) Name and define 3 factors that will make your video effective
2.) Identify and define at least 7 reasons why your marketing video might not work well
5/8/13-5/9/13
UNIT REVIEW
Ad Review II.doc
You will have 2 classes to complete this review.
REMINDER:
Informative Advertising: develops initial demand for a good,service, organization, person, place, idea or cause.
Persuasive Advertising: attempts to increase demand for an existing good, service, organization, person, place, idea or cause.
Reminder Advertising: strives to reinforce previous promotional activity by keeping the name of a good, service, organization,person, place, idea or cause before the public.
**The type of advertising will be determined by your OBJECTIVE
5/11/13 HOMEWORK
PART I
1.) Read this article
2.) Listen to the ad
3.) Answer the following questions:
1.) What do you think about the radio ad?
2.) Do you think it was insensitive to pit bulls or do you think people are overreacting?
3.) Why do you think McDonald's took this risk?
PART II
4.) Read through the notes "Type of Advertising"
Types of Advertising.doc
5.) Then read article "Redefining Value"
6.) Answer the following questions:
*Can you shift consumers' perception of value from a product that's bargain-priced to one that's convenient, efficacious or high-quality enough to command a premium price? How would you do it?
5/14/13
Pitching Your Ideas
Watch 3 of the following pitches to venture capitalists and business veterans for a consumer product. :
**The winning team had the experts at Indiegogo and Daily Grommet craft and kickoff a crowdfunding campaign, helping get a solid base of customers for their big idea.
Strategic Planning
An advertising plan is an outline.doc
5/15/13
Begin FINAL EXAM PROJECT PLANNING
With your deign team, review and complete the activities presented in the following document.
Creative Activities for your design team.doc
SWOT Contents:
- Company Overview
- Key Facts about company
- Business Description of ______
- History
- Key Employees of ______
- Key Employee Biographies
- Major Products and Services of _____
- Revenue Analysis of _______
- SWOT Analysis of ________
- Strengths of ________
- Weaknesses of _______
- Opportunities for ______
- Threats for _______
- Top Competitors of ______
- Company View
- Locations and Subsidiaries of _______
Homework
READ:
Q: Why is it important to select the "right" sponsor?
In class notes:
SWOT
SWOT.doc
Use this powerpoint to organize your research.
**It is recommended that you upload this PPT to a shared google presentation and share it with all creative design team members.
Part 1 Analysis.ppt
- This PDF file is the chart that was shared with you in class on 5/17/13ICEE.pdf
5/20/13
Building Brand Awareness
Review Notes on Promotional Products
Brand awareness.doc
Class Assignment
Read: A Frosty Reception for Coca-Cola's White Christmas Cans
Did Coke's strategic plan make sense?
What does this response say about their consumer's loyalty to the product? Why might this have been critical to gauge?
BONUS:
What do you think about this new option for on-demand shopping?
Homework:
- A $30 million campaign “For a Better You”
- Six executions in print, online, and in a variety of out-of-home placements
- It's the Westin brand’s first new ad campaign to debut in more than five years
Read:
HOMEWORK 5/17/13
1.) REVIEW THE LINKS ABOVE (Coke, On-Demand Shopping FIOS, Westin "For a Better You")
2.) So you think each of these strategies worked? Why/Why Not?
3.) Did the change pay off? Do you think the ROI was worth it? Why/Why not?
5/23/13
Online Ad forms: There are some basic styles of advertising are both the most obvious and the probably the most prevalent:
- Pop-up: An advertisement that will load in a separate window from the main document. It is usually colorful and animated. There is some controversy today about this form of advertising, because many feel that most people do not pay attention to them are in the long run annoyed by them. None of the sites studied in this assignment appeared to use Pop-up advertisements on their home pages.
- 2. Banner Advertisements: Small billboard style boxes that are embedded in their parent web page that may or may not be animated. Many feel that Banner ads are superior to Pop-up ads because they are less intrusive and generally more accepted by the Internet audience. Banner ads appeared on all the web pages studied in some form or another.
Effective Internet Advertising usually involves two things:
1.) Some sort of promotion, a sweepstakes or free giveaway.
2.) Animation that draws the eye.
Advertising on the Internet is clearly here to stay, however, the standards for this new form of advertising are always emerging. Groups like the Internet Advertising Bureau help to set standards for web ads.
Assignment
Part I:
Find and take a screen shot ot link in examples of the following:
1.) An example of a promotion banner
2.) An example of an animated banner
3.) System error or warning dialog box
Part II:
Create a web banner for your last project company using PS or CS
Using Adobe Photoshop, create FIVE web banners (utilize techniques from the selections assignment).
1 Full size horizontal banners ("1 x 5") = 5 pts
1 Half size horizontal banners (1" x 2") = 5 pts
1 Full size vertical banners (5" x 1") = 5 pts
1 Square banners (2" x 2") or (3" x 3") or (4" x 4") = 5 pts
1 Half size vertical banners (3 x 1) or (4 x 2) = 5 pts
**All completed banner sample due via email on TBA
HOMEWORK: READ
Tumblr Launches Mobile Ads Today In Big Revenue Push: **Users of iOS and Android Apps Will See Up to 4 Ads Per Day
Using Game Theory
Homework:
READ:
Why 5 Big Brand Marketing Campaigns Are Betting Big on Social Gaming
- What is "social gaming"?
- Tell me some estimates about the social gaming population and why this is important information to know?
- What are virtual goods?
- How is Century 21 leveraging its social game campaign? Who is their target? Did they see results? Were the results measurable?
- How is MasterCard leveraging its social game campaign? Who is their target? Did they see results? Were the results measurable? Do the results transcend profits alone? If so, how?
- What are 3 important issues to think about if developing a social gaming marketing campaign?
Revisiting your communication plan
ucomm_communication_plan.pdf
Web search and analysis
Notes on web.doc
Homework
Read this article and explore the links in the article
Then answer the following questions:
ADV HW.doc
This assignment is due on:
1.) Work with a partner for this assignment.
2.) Select a product or company from the following list:
Coca-Cola, Covergirl, Origins, Twizzler, Monster, Mountain Dew, Doritos
and complete the Checklist below...
Checklist for Successful Web Design.doc
Next, Open the Adobe Illustrator application on your computer and explore the various templates for webpage design. Develop a layout and page sequence plan that aligns with your checklist of "wants"...begin with the homepage.
Web & Banner.ai
Review
Part I analysis
Open Part II analysis and expand research
Part II Analysis.ppt
BUDGET INFO
MEDIA PLAN
Media plan budget0.doc
Check in...you should be able to answer these questions if you are ready to design...
1:12:12.doc
FINAL EXAM INFO AVAILABLE
EVALUATION RUBRIC.doc
Check list presentation.doc
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