Critique/Recap JOMC 271 Spring 2013. Creative Brief Why are we advertising? Whom are we talking to?* What do they currently think? What would we.

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Presentation transcript:

Critique/Recap JOMC 271 Spring 2013

Creative Brief Why are we advertising? Whom are we talking to?* What do they currently think? What would we like them to think? What is the single most persuasive idea we can convey? Why should they believe it?

Know your audience For your ads AND for your book.

“Make your own website.” p. 325 “Just make sure it’s easy to navigate and that the load times are minimal or nonexistent.”

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“Don’t show just ads. Show cool, big-ass ideas executed in a lot of different media.” pp “Keep in mind that the same idea sized to fit newspaper, then outdoor, then online, is not a campaign. In fact, that’s where the word brochure-ware comes from, trying to drag a print- based idea kicking and screaming into the digital space—by the time it gets there, it’s dead anyway.”

“Come up with monstrous ideas, not just monstrous ads.” pp Ed McCabe: “I’m not interested in day- after recall of ads. I’m interested in 10- year recall.”

“Fill your portfolio with campaigns, not one- shots.” p. 312 “And remember, the best campaigns aren’t three one-shots strung together by a common typeface, but one big idea executed across a whole bunch of different media.”

Where do you go from here?

The T-Shaped Ad Person Acct. ServiceCreativeMedia Planning / Buying Research / Acct. Planning

Required Reading

If You Only Read One Book

Read the Classics

Read for Your Area Example: Art Direction

cargocollective.com OR Your own site

Learn to code

Get Involved

.Keep in touch. Recent from former student Sent: Friday, April 26, :41 PM To: Hester, Joe Bob Subject: Back in DC after 25 Years Attending the White House Correspondents dinner tomorrow night as a guest of Cumulus network radio. Last time I was here was for the AAF convention in 1989!