JOUR 331, Week 7 Notes
JOUR 331, Week 7 Notes JOUR 331
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This 3 page Class Notes was uploaded by Lauren Notetaker on Thursday May 26, 2016. The Class Notes belongs to JOUR 331 at California Polytechnic State University San Luis Obispo taught by Ellen Curtis in Spring 2016. Since its upload, it has received 16 views. For similar materials see Contemporary Advertising in Journalism Core at California Polytechnic State University San Luis Obispo.
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Date Created: 05/26/16
JOUR 331-01 Ellen Curtis Week 7 Campaigns An ad campaign is a series of advertisement messages that share a single idea across multiple platforms o You need to be safe around trains campaign o Stella Artois – Buy a Lady a Drink Tastes good and does good o Organic An ad campaign is a series of advertisement messages that share a single idea across a single platform o Televisions that paint the home with color o Paintbrush with TV as bristles An ad campaign is a series of advertisement messages that share a single idea to drive awareness o Enjoy restaurant-quality meals—and the moment they provide— at home An ad campaign is a series of advertisement messages that share a single idea to drive an action o Dog training o Microsoft is human o Time to be brave – DIESEL Offline vs. Online Creative All impactful creative (offline and online) shows the same characteristics They’re REMA o Relevant o Engaging o Memorable o Actionable However, online and offline were different? Fun Fact: out of the 5,000 most popular channels on YouTube just 74 are brands The biggest difference is technology. Online advertising is a marriage of art and science To make the most impact with your creative, you have to understand the mechanics of the digital space 5 Mechanical differences between online and offline advertising o Online advertising is: Interactive MTV VMA’s show campaign & Miley Cyrus Customizable IKEA Hyperlapse banner – Order and pick up points in Canada Contextual Paw Justice – Don’t Trade Me Playable Taco Bell and Taco emoji engine Useful Post-it – The banner that makes you like banners Replaced every banner ad with their post-it So what kind of online ads are there? o Google Search ads o AdWords ads o PPC o Bing o Facebook o Twitter o Tumbler Display advertising o Formats Leaderboard Sidetile Medium rectangle Skyscraper Most display ad networks serve ads in the IAB standard dimensions Facebook Advertising o Facebook formats Right hand column ad Twitter Advertising o What are your goals? Get more followers Get more website clicks or conversions Tweet engagements o Twitter has ads for that App download Lead generation card Create buzz Instagram advertising o Photo ads: offer a clean, simple and beautiful creative canvas o Video Ads: share videos up to 30 seconds long and in landscape format o Carousel ads: swipe to see additional images and a call to action button takes them to a website to learn more o They use powerful and natural images o Go on a diet in branding o The less text in the image the better o Keep the copy short o Test them o Remember, Instagram is not Facebook o Use a call to action o Have an awesome landing page o Don’t shy away from hashtags #thingsorganizedneatly Bank ad o implement use-generated content Native Advertising o Native advertising is paid content that matches a publication’s editorial standards while meeting the audience’s expectations. o Formats In Feed Units – Stories that look like they are part of the news feed Paid Search Units – Ads that appear in search Recommendation Units – Paid content recommendations based on what you are reading and your searches Promoted listings – Products promoted on such sites as Etsy or Amazon In-ad (IAB Standard) with Native Element Units Custom / “Can’t Be Contained” o Types Sponsored Content – written by the publisher Branded Content – written by the brand to build awareness and get you to like the brand