Idea Industries: Study Guide Test 1
Idea Industries: Study Guide Test 1 APRD 1001
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This 22 page Study Guide was uploaded by Cam Notetaker on Friday September 16, 2016. The Study Guide belongs to APRD 1001 at University of Colorado at Boulder taught by in Fall 2016. Since its upload, it has received 321 views.
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Date Created: 09/16/16
APRD STUDY GUIDE: TEST 1 The test will consist of information from weeks 14: ● 4550 questions of multiple choice, true/false and matching ● Lectures, assignments and readings (textbook, TED talks and D2L) Lecture terms/ideas: Define and know examples of each ● Visual Language ○ More pictures, less words ○ Ex) Absolut Vodka ■ Best example of visual language ■ Bottle was different than competitors ■ Used artists and pop culture to tell story ■ Just about messaging as the product ● Associated Value ○ Associated Value: ssociating a product with something of higher value, so the product will rise to that higher value ○ Created by Thomas Barrat ○ At time, cleanliness defined status. He used advertisment paintings (PEAR’S SOAP) to elevate status and give people something to hang in their homes. ● Parity Products ○ Machinemade, interchangeable ○ Examples: ■ Think about Coke and Pepsi!! ● Functionally, there isn’t a big difference between the two. But the branding makes you want one of them more. ■ Toothpaste, cigarettes, beer ○ “My job is to make you thinks that this quarter is more valuable than that one…” ■ Rosser Reeves ● Unique Selling Proposition ○ Rosser Reeves: Something your product does that others don’t ○ “Melts in your mouth, not in your hands” M&Ms ○ “Build strong bodies 12 ways” Wonderbread ○ “Fast, fast, fast, relief” Anacin ● Postmodernism ○ Postmodernism in Communication: pulling things from a variety of places and using them together ■ ex) Pop art with Marilyn Monroe and Steve Jobs ○ Mixed other forms of communication (music, art, etc.) into advertising ■ ex. Wieden + Kennedy, 'Revolution' Nike ad ● Brand Icons ○ Created by Leo Burnett ○ Icons that we use to identify brands ■ Jolly Green Giant ■ Pillsbury Dough Boy ■ Charlier the Tune ● Integrated Marketing Communication ○ Created by Mary Wells ○ A management concept designed to make all aspects of marketing communication work together as a unified force ○ Examples: ■ Braniff Airlines, Alka Seltzer, I <3 New York ● Engineering Consent ○ Created by Edward Bernays ○ Sense of “everyone knows that” amongst the masses (better definition) ○ Example: ■ Bernay hosted a campaign to persuade women to smoke. At the time, the 1920's, there was a taboo against women smoking. Bernays cleverly associated women's smoking with the campaign for votes for women. Totally spuriously, he propagated the idea women campaigning for the right to vote considered the cigarette the symbol of their cause, the Torch of Freedom. ● Post Digital ○ Post Digital: A term which has recently come into use in the discourse of digital artistic practice. ○ Example: ■ Burberry Store: has real displays and interactive technology display ■ IBM: Smart billboards that you could sit on like a bench ⇒ Messaging with functionality ■ Jay Z and Bing: Prior to Jay Z’s biography release, Bing supplied advertisements that included pages from biography around the world. These pages were put in the places that correlated with what was on the page. This promoted the idea of an experience. It created content. This was interactive because people would find the content. Share the content. ● Real Time Marketing ○ Real Time Marketing: Marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers. ○ Example: ■ Ellen’s selfie at the Oscars ■ BlackOut Super Bowl ● Oreos created real time advertisements ⇒ “Can you still dunk in the dark?” ● Many companies tried to get in that conversation. Companies realized that if you could get in the conversation, you will benefit ○ JC Penney tried to get in conversation but failed. ● Media Neutral Ideas ○ CRISPIN PORTER + BOGUSKY innovated Media Neutral ideas ○ The first time that someone thought of a good idea and seeing where it went VS. making a TV ad first ⇒ AKA: Idea first, media second ○ Example: ■ EX: Mini Cooper → all fun things go on top of the car ● The Adoption Curve ○ Quality became more important than volume, based on the idea that individuals are open to different levels of adaptation. ○ Innovators, Early Adopters, Early Majority, Late Majority, Laggards ○ TV used this data to target audiences ● Oddvertising ○ Late 1990’s ○ “If you can sock people, they’ll know your name” Outpost.com ■ Ad by Outpost.com: Shooting the hamsters at the wall ○ Different types of clients enters advertising ○ Booming economy ○ Dot Coms were especially fond of advertising ○ Imitations ○ Problems include: violence, antisocial behavior, profanity, cynicism, lack of strategy ● The 5 P's of Marketing ○ Product ○ Price ○ Place ○ Promotion ○ People Concepts ● What are the nine reasons why commercial communication matters? 1. One of the drivers of the world’s economy 2. Most powerful art form on Earth 3. Shapes Popular Culture 4. Can be endlessly entertaining 5. It can enlighten and inspire 6. Reflects our values, hopes, dreams, and fears 7. It knows our secrets 8. Employs some of the most talented people in the entertainment business 9. It’s indestructible and cannot be killed ● What factors produced the creative revolution? ○ 60s backlash against Rosser Reeves, led by Bill Bernbach. ○ Started with "Think Small" VW campaign, all about different ads and idea, using visuals in new ways, adding new dimension. ○ Ended at end of 60's due to recession and merger mania. ● What implications has the introduction of new media had on the commercial communication industry? ○ Emergence of digital ○ Change in consumer culture ○ Change in media structure within the industry ○ Example: ■ Introduced the idea of multitasking: Many Americans function in 24 hours, doing activities that require 36 hours. This introduces the idea of a “39 Hour Day” ● What are the major moments within the history of commercial communication? What did these moments teach the industry? Be able to link these moments to examples of the work produced at the time. (Ex. Nike revolution ad and post modernism) ○ Budweiser commercial with puppy and horses from Super Bowl ○ Apple Ad + 1984 ■ It changed the culture of the Super Bowl, turning it into a huge advertising event. ○ Nike Revolution Ad ■ “Just Do It” & Jordan ● Find athletes to put them on the map ■ Used Beatles song in the ad revolutionary. This was controversial because no one would dare use The Beatles in an ad. Showed the public that you must use a more unfamiliar tune in order to advertise a product. Otherwise, people would associate two brands together, instead of focus on intended brand. ○ Postmodernism ■ Cultural shifts during the second half of the 20th century and into the 21st century, marked by a move towards plurality of interpretations, individualism, identitybuilding through consumption and a familiarity with the media and its techniques. ○ Post Digital ■ Burberry Store: has real displays and interactive technology display ■ IBM: Smart billboards that you could sit on like a bench ⇒ Messaging with functionality ■ Jay Z and Bing: Prior to Jay Z’s biography release, Bing supplied advertisements that included pages from biography around the world. These pages were put in the places that correlated with what was on the page. This promoted the idea of an experience. It created content. This was interactive because people would find the content. Share the content. ● How is digital changing consumers and their relationship with brands? ○ Consumers want a more interactive experience ● What is Paid Owned and Earned Media? ○ Owned Media: The content that your brand has complete control over such as the corporate website, blogs, communities, email newsletters as well social media channels like Facebook, Twitter, YouTube and Instagram. Typically target to your brand's existing community and/or current customers. ○ Earned Media (or free media): Refers to publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising. ● What are the different types of brand categories? ○ Packaged Goods (CPG) ■ Seen in the drug store, grocery store ■ Frequent purchases ■ About habit and loyalty ● We rarely switch deodorant brands ■ Something you buy, you use, and then you have to rebuy it ● Crackers, shampoo ● Something disposable ○ Durable Goods ■ Buy infrequently with the idea that you’ll keep it for a while (many years) ● The average car on the road is 10 years old ■ Larger technology ● Car, Washing Machines ○ Services ■ The service is the brand ● Credit card ⇒ You buy the service a credit card provides, not the actual brand of credit card ● Banking ● Insurance ■ Service is an intangible idea ■ Drives on the idea of “trust” ○ Technology ■ From a marketing standpoint, “What can put you ahead of the other guys?” ■ Adaptable to change ○ Retail ■ Create an experience ■ Multidimensional ● The brading at Lululemon is different than the branding at Target. Target is a brand that sells multiple other brands. Lululemon only sells Lululemon. ● Target markets brands that align with their demographic ○ Ex) Flonase ○ Media ■ Netflix ⇒ How do you drive people to buy the product and want to watch the TV shows? ○ People ■ Beyonce and Jay Z are brands. ■ People brands are very structured and controlled. ■ Donald Trump has been controlled on social media. Two months ago, Donald Trump had “no filter” on social media. Now, he wished Clinton that her pneumonia gets better and back on the campaign track. ■ Taylor Swift has a very interactive brand experience with her fans. ● How does the economy impact commercial communication? ○ When the economy is good, people are more likely to take risks in business and advertisements. ○ When the economy is bad, people retract and less creativity is on the market. People take less risks. ● Traditional and new communication models difference and reason for the changed. People/Agencies Know what each person is known for: ● Rosser Reeves ○ Unique selling proposition ○ He used TV, to beat an idea into your head so you couldn’t ignore it. ○ Some USP Campaigns: ■ “Melts in your mouth, not in your hands” M&Ms ■ “Build strong bodies 12 ways” Wonderbread ■ “Fast, fast, fast, relief” Anacin ● Mary Wells ○ Broke Barriers ○ First woman name on agency ○ Integrated communication ○ Created “I <3 NY” ● Crispin Porter + Bogusky ○ Innovators of media neutral ideas ⇒ The first time that someone thought of a good idea and seeing where it went VS. making a TV ad first ○ Blurred lines of PR, Advertising, and Marketing ○ TRUTH: PR stunt that said “Everyday 1200 people die from tobacco”. Then they put 1200 body bags in front of office building to raise awareness. This was filmed, yet was not an ad. ● Lydia Pinkham ○ “The Early Age” ○ Created herb medicine (99% alcohol) ○ Puttings a face to a product ○ Understood the power of personalized communication ○ Wrote personal letters back if people wrote to her ● Thomas Barratt ○ “The Early Age” ○ Associated Value ○ Understood the power of cultural ties ○ At time, cleanliness defined status. He used advertisment paintings (PEAR’S SOAP) to elevate status and give people something to hang in their homes. ● Claude Hopkins ○ “The Early Age” ○ The preemptive reason why ○ Claimed parity products, gave reason why people should turn to his brand ○ Use people’s fears (Am I pretty?) to promote his product ● Leo Burnett ○ The perfect campaign ■ Marlboro (cigarette) was a woman’s cig. It had a red tip that hid lipstick stains. After products began to decline, there was a shift in branding. The new brand focused on the American West. This was perfect imagery because the west was still unknown. ○ Inherent Drama ■ The emotional story contained within the product ○ Icons ■ Put faces on icons; made products friendly and humanlike. For example, The Green Giant, Pillsbury Dough Boy ● Gerard Lambert ○ 19001950 ○ Marketer ○ Constructive discontent: created idea that bad breath was socially unacceptable ○ Understood the culture’s fixation on germs and cleanliness; said that germs from bad breath is a disease ● R/GA ○ First digital agency to gain recognition ○ Helped Create interface for Nike+ ○ Founders: Bob/Rob Greenberg ● Ivy Lee ○ 19001950 ○ The Press Release ● Bill Bernbach ○ leader of creative revolution ○ Taking risks/breaking rules, cynical use of humor, creative team approach ○ Put copywriter and art director together ○ Levy's, VW ● Edward Bernays ○ 19001950 ○ Engineering of consent: sense of “everyone knows that” amongst the masses ○ “We are governed, our minds are molded, our tastes formed, our ideas suggested.” ○ PORK INDUSTRY: his client was the pork industry that pushed the “American breakfast” ○ Created the AMERICAN DREAM: America needed people to buy things when they came back from war. ■ “Work more hours, climb the ladder, earn more money…” Campaign/Brands ● Boston Tea Party ○ Greatest Public Relations moment in history ○ Showed importance of swaying techniques, especially Samuel Adams' mastery of opinion. When American colonists threw crates of tea leaves from a British trade ship into Boston Harbor to protest excessive British taxation, the action was significant but the message it sent was more important still. ● NASA ○ Life Magazine features astronaut wives to promote space travel. This made astronauts looks like rock stars. ○ New point of view approach for space to appeal to all audiences. ● Braniff Airlines ○ Mary Wells collaborated with Braniff Airlines to create colorful planes ○ The idea that you would fly the “Braniff” experience, not just a plane ● Apple ○ (Chiat Day) 1984 Ad ○ It changed the culture of the Super Bowl, turning it into a huge advertising event. ● Nike ○ “Just Do It” & Jordan ■ Find athletes to put them on the map ○ Used Beatles song in the ad revolutionary. This was controversial because no one would dare use The Beatles in an ad. Showed the public that you must use a more unfamiliar tune in order to advertise a product. Otherwise, people would associate two brands together, instead of focus on intended brand. ● Pear’s Soap ○ Appeared in paintings, making it look more luxurious and associated it with the upper class ○ Used status to promote product ● Absolut ○ Visual Language: Product/picture conveys whole idea ○ Sell package, not product ○ Saw what was relevant in current media ⇒ Used this media to generate new ideas for ads. ● Mentos/Diet Coke ○ Usergenerated, YouTube ○ Not promoted by either of these companies. However, it still advertised the product. Some companies tried to sue people experimenting with their products. Some companies ran with it. ○ Brands were now able to advertise without having to pay ● BMW Films ○ Looked at audience demographic, made film to create branded experience online ○ Connected brand and content in a digital landscape ● Burger King ○ Crispin Porter + Bogusky "The King" would be seen in public settings ○ Burger King “Whopper Challenge” paired with Facebook and created the challenge of unfriending people to get a free burger. This wasn’t completely successful because Facebook was so new. ● Outpost.com ○ Ad by Outpost.com: Shooting the hamsters at the wall ⇒ “If you can sock people, they’ll know your name” ○ Created the era of Advertising: ■ Late 1990’s ■ Different types of clients enters advertising ■ Imitations ■ Problems include: violence, antisocial behavior, profanity, cynicism, lack of strategy ● Dove Soap ○ Considered a GREAT BRAND because it advertises the direct differences between Dove and Victoria Secret ○ Highlighted that great brands take risks! ● JayZ + Bing ○ Prior to Jay Z’s biography release, Bing supplied advertisements that included pages from biography around the world. These pages were put in the places that correlated with what was on the page. ○ This promoted the idea of an experience. It created content. This was interactive because people would find the content. Share the content. D2L Reading ● What are the branding elements described in the D2L reading? ○ Essentials of Branding: ■ "Brands help people make a choice, a choice among salts, financial institutions, political parties, and so on, and the choices are increasing" ■ Start with the right reason ■ Start with the right commitment ■ Start with the right business strategy (What are we selling? Who is it intended for? What is the benefit to the customers?) ■ Start with the right focus: customers ● What is the Brand Asset Valuator based on? ● What are the characteristics of a resilient brand? ○ “Resilient brands are able to adapt, to change direction, take knocks and setbacks and come back stronger. They are able to extend to new products, new business models and take their customers with them.” ● Why was the yarn bombing movement so captivating? ○ Magda Sayeg said the reason yarn bombing was so captivating was because “we crave something RELATABLE”. ● What are symbolic, material, perceived value? How are these used in communication? ○ Symbolic: The resources available to an individual on the basis of honor, prestige or recognition, and serves as value that one holds within a culture. ○ Material: Relating to or having real importance ○ Perceived: the worth that a product or service has in the mind of the consumer Where Good Ideas Come From Intro and Chapter 1 ● What is the 10/10 rule? How has it changed? ○ 10/10 Rule: A decade to build the new platform, and a decade for it to find mass audience ○ YouTube brought web video into mainstream. This created the 1/1 Rule. This means that it takes approximately 1 year to build a new platform, and one year for it to find a mass audience. ● What is the adjacent possible? How does it impact innovation? ○ Adjacent Possible: The phrase captures both the limits and creative potential of change and innovation. ⇒ Good ideas are built on existing pieces and parts. ○ “The Difference Engine was successful, but the Analytical Engine couldn’t be built because it was not part of the adjacent possible. YouTube could not have succeeded in 1995 because the technology wasn’t ready.” ⇒ Due to the Adjacent Possible, innovations and inventions are only successful if the world is ready to host such an idea. If not ready, the innovations will fail. ● What are multiples? ○ The Multiple: A brilliant idea occurs to someone in the world, but when they go public, it turns out 3 other people thought the same thing in the last year. ■ “Many inventions/discoveries have happened almost simultaneously in different places — sunspots, batteries, isolating oxygen, etc. Each was only possible once other discoveries had been made.” ● What are some of the important moments in human history that illustrate the different levels of interaction leading to innovation? ○ “For ages, early humans lived in the cultural equivalent of gaseous networks: small packs of huntergatherers bouncing around the landscape, with almost no contact between groups. But the rise of agriculture changed all of that. For the first time, humans began forming groups that numbered in thousands, or tens of thousands… With that increase in population came a crucial increase in the number of possible connections that could be formed within the group” ● How is the physical structure of place or building important to innovation and ideas? ○ “The quickest way to freeze a liquid network is to stuff people into private offices behind closed doors.” ⇒ Must have an open space for creativity to spread within a work space. Chapter 3 ● How do hunches lead to great ideas? ○ “A hunch is simply a network of cells firing inside your brain in an organized pattern.” ⇒ “The hunch requires an environment where surprising new connections can be forge” (Chapter 4) ● What is the difference between snap judgement and long drawn out ideas (FBI information network)? ○ Snap Judgements: Rarities in the history of worldchanging ideas. Flash judgments are often just that — judgments. ■ Harry Samit and Greg Jones immediately made a judgment about Moussaoui ○ Long drawn out ideas: long incubation period is also a strength, because true insights require you to think something that no one has thought before in quite the same way. ■ Williams made observations for over a year ● What are liquid networks? Define and understand these and their value to innovation. ○ Liquid Network: A densely populated liquid or plastic environment which promotes new connections and combinations. ○ “Liquid networks create an environment where those partial ideas can connect; they provide a kind of dating service for promising hunches.” ○ "They help complete ideas" ● What are the Phoenix and Minnesota hunches? ○ Phoenix Hunch: On July 10, 2001 agent Ken Williams filed electronic communication with FBI. The phoenix memo illustrates the dynamic of the slow hunch. In this example, Williams made observations for over a year. In this year, Williams interviewed some students, observed the patterns of ties to radical islam, and advised for further investigation. This memo lacked an element of immediacy or alarm. A NY agent called it speculative and not very significant ○ Minnesota Hunch: 3 weeks later, Zacharias Maossauoi enrolled in Panam flight school in St. Paul. Maossauoi had no interest in flying just operations. FBI agents Harry Samit and Greg Jones were alarmed. Jones had hunch that Maossauoi might try to fly into World Trade Center. ○ The collision of these 2 hunches would have made would have caused more caution upon 9/11. ○ The problem why these hunches never collided was because it was environmental. ● What is the difference between open and closed networks? ○ Open: share with everyone ○ Closed: sharing is limited to only select people ● What is the intersection between chance and the connected mind? ○ “Chance favors the connected mind” ● How has Google created a foundation for great ideas to grow? ○ Google created a structure where their engineers have to dedicate a portion of their week to pursue a topic they’re interested in. Chapter 4 ● How does serendipity add to the process of innovation and ideas? ○ Serendipity, also known as “happy accident and a discovery that is meaningful to you”, allows one to be more open with their creativity. In turn, this fosters more ideas and innovations. ● How does disorganization impact the brain? ○ “Chance favors ... the more disorganized your brain is, the smarter you are.” ● Why is the adjacent possible so vital? ○ Innovations have the potential to fail if the world is not ready for them. ○ Example: ■ YouTube if it came out a decade earlier. It didn’t have the technological means to support a site like YouTube. ● What is a commonplace book? What is its purpose? ○ Commonplace book: Essentially a scrapbook of interesting thoughts and findings. Such books formed his repository of ideas and hunches, maturing and waiting to be connected to new ideas. ○ To write down all “hunches” to foster new ideas ● What is an associative state? ○ A state which serendipity fosters new ideas. ● What are the disadvantages and advantages of Googling a topic? ○ Advantages: Portal of serendipity (“I’m feeling lucky”) ○ Disadvantages: RSS feeds trying to find info in field/filter/new info/latest and greatest, critical agent in order to research
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