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by: Mercedes Garcia

COMM 4665 - C6: THE CURRENCY OF THE 21ST CENTURY (eISBN:1285415477) COMM 4665

Marketplace > University of Colorado Denver > Communication > COMM 4665 > COMM 4665 C6 THE CURRENCY OF THE 21ST CENTURY eISBN 1285415477
Mercedes Garcia
CU Denver

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These notes can help in the upcoming essays, as well as for the chapter quiz. (eISBN:1285415477)
Principles of Advertising
Christina L. Dickinson
Class Notes
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This 5 page Class Notes was uploaded by Mercedes Garcia on Wednesday October 5, 2016. The Class Notes belongs to COMM 4665 at University of Colorado Denver taught by Christina L. Dickinson in Fall 2016. Since its upload, it has received 13 views. For similar materials see Principles of Advertising in Communication at University of Colorado Denver.


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Date Created: 10/05/16
10/06/2016 ▯ ▯ C6: IDEAS – THE CURRENCY OF THE 21 ST CENTURY  How do we come up with the big idea? o 1. Immersion  engross yourself in background knowledge  visit the client  watch consumers interact with your brand o 2. Digestion  play with the information  look at it from different angles  make lists of features  draw doodles  write down phrases  exercise your mind o 3. Incubation  out the advertising assignment aside  go for a walk  shoot some hoops  do whatever will relax your mind o 4. Illumination  once your brain has been allowed to relax after being loaded with information, it will spurt out an idea  it can happen anytime anywhere  be ready to write it down o 5. Reality testing  ask yourself:  Is this a good idea?  Does it solve the problem?  Is it on strategy?  There’s a big idea in the creative brief  Turn an idea into a campaign theme o It is rare that you will be asked to come up with an idea for a single ad o Most often, you will be asked to come up with an idea that has “legs” –one that can run over time as a campaign  What will the next ad look like?  And the one after that?  And the one a year from now?  And 5 or 10 years form now?  From one big idea to hundreds of ideas o Where will your ad run?  Do not just stick to traditional media to run your message, think creatively o What’s the context of your message?  What will the members if your target audience be doing when they see or hear your ad? o What’s the timing of your ad?  When will your ad run?  Is the timing significant to your target audience?  Don’t just rely on major holidays as a source of inspiration  Look for more offbeat holidays and see if you can make a relevant connection to your brand  Ex: chick-fil-a fives free meals on July 10t, cow appreciation day o What’s in the news?  Did something major just happen?  Is something about to happen to you?  Ads that tap into current events reflect what is on people’s minds and make your brand seem timely. o Can you borrow from the pages of history?  Study old ads o What are the negatives about your brand?  What negative thoughts do your potential customers have about your client?  What negative thought do you have about your client?  Do not try to cover up a negative—embrace it! o What if your product were something else?  Make an analogy  If your product were a person, would it be..  Young  Old  Carefree  Uptight  A plant  A animal o What is your target audience reading and watching?  Books, movies, games, and TV programs can serve as inspiration.  The pop culture reference should not overshadow the brand being advertised o What does the product look like? o Where is the brand made and sold?  What regions of the country (or the world) will see your ad? o Is there an ideal spokesperson or spokes-character?  The right spokesperson or advertising trade character can help you break through the clutter and make a relevant connection with your target audience o Is there an idea in the brand’s name?  Ex: “Af-lacccck” o What’s the opposite of what you’re trying to say?  If you’re trying to say something that is confortable, show something that is uncomfortable  If you’re trying to sell something big, show tiny detail  Guidelines for brainstorming o Group of 6-12 people o Designate a leader who will keep the session going and record ideas  Start a swipe file  Fill a folder or file cabinet or wallpaper an entire room with work you consider outstanding  Pay attention to life’s experiences  Best ads create an emotional connection with consumers  Exercise your creative mind regularly  Hang out with creative people  Do something you’ve never done before  Be sure to pay attention to the nuances of everyday life  Give yourself some downtime  You need to give your mind a break, otherwise you’ll overload on stimuli  “Brain dumping”  Come up with a lot of ideas  Using criticism to improve your ideas o Make “I” statements o Be clear and specific, commenting on the work, not the person o Never say “this is great, but…” o Control your emotions and speak in a normal tone of voice o Show some empathy and understanding o Offer practical suggestions o Be honest  Nonverbal  Make eye contact with the person  Show your interest through a warm and expressive tone of voice  Use facial expressions that are consistent with your message  Do not slouch or slump  Stand or sit an appropriate distance from the other person  Choose an appropriate time and place for this discussion ▯ ▯ ▯


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