what is great (part two participatory)
DESCRIPTION
CM417 Lecture: What is Great (participatory creative). Second of three intro lectures.TRANSCRIPT
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What is great (part two)
CM417.3
Edward Boches, Professor of Advertising
Tuesday, September 10, 13
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Recap Why do we advertise?What is role of creativity?What makes for creativity?
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OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun
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What is difference between strategy and execution?
What three factors in"uence strategy?
What are the differences between features and bene!ts?
Why do people buy?
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Part two
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A quick history lesson.
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Once upon a time we could get away with mediocrity.
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We didn’t really need creative.
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Writer, art director, message, paid media, bought attention.
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Post WWII, more competition, choices, imports, options. Creativity became a competitive advantage.
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Bill Bernbach and the creative revolution changed the face of advertising.
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Text
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It’s not just what you say, it’s how you say it that stirs people.
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Bernbach put the copywriter and the art director in the same room.
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1994
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1995
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1996
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If you build it they will come.
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Data
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Join the conversation, distribute content, add value, invite participation, create utility.
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Creative
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Writer, art director, technologist, developer, social media specialist creating content, utility, native advertising, earned attention.
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EntertainInspireInformEducate
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OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun
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But many of them are more than messages.
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ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms
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A good idea still matters. It earns attention, gets remembered, inspires action.
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BTW....
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Where do good ideas come from?
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StrategyInsightDeep explorationCollisionsVolumeDisciplineCreative standardsRelentlessness
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What are the skills we need?
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Ability to simplifyWrite clearlyArt and copyDesignTell storiesInvent (know something about technology)Break free from conventionExecute
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