Questions and Answers of Contemporary Advertising

=+Part 4 Start by creating a strictly transit-oriented campaign. Consider using:Taxi cabs:outside top of
=+ Part 6 Create one main thematic message (“big idea”) that would “spin out” to all media. Think about including a universal or global truth.
=+Part 5 Decide what media to use: transit, ambient, digital, mobile, and so on.
=+Part 4 Write one unifying slogan that could work here and abroad.
=+Part 3 Consider how you could adapt the campaign or create a new one that would be effective.
=+Part 2 Think about another audience outside the United States that would like this product. You can pick the same age group or another target in a different country.
=+Does it make you feel cool?
=+ Does it speak to you in a personal way? Does it solve a problem?
=+Part 1 Choose a campaign you think is terrific. Ask yourself why you like it so much?
=+Part 3 Analyze the similarities and pay attention to the choice of:Language Images Colors Interactive activities
=+Part 2 Examine the look, tone, and approach. Notice how vibrant the US site is compared to the more subdued UK one.
=+Part 1 Compare the UK and US Special K sites http://myspecialk.co.uk and http://www.specialk.com.
=+ 2. Do you have a license and do you have insurance?
=+1. Do you have insurance?
=+Part 3 Modify the message to act as a series of headlines in the campaign.
=+Part 2 Create a single, simple message that could easily be transcreated, if not translated. Start with a universal or global truth that could work as the slogan for both audiences.
=+Consider how you could create a campaign that would be equally effective in both languages and speak directly to each market.
=+if there are any common values or interests. Think about events or activities that unify people across the world like soccer, fitness, literature, art, music, and so on.
=+If you know which audiences you're targeting, you may be able to see
=+Part 2 What other types of media would you use? Before deciding, ask yourself why you would choose those particular vehicles? Are there any other ones you should consider?
=+Language relevant to a specific group, like “Expert Yoga instructors.”Benefits that speak to an interested group, like “Strengthen your core muscles,” for Pilates students.
=+How would you target this group? You could consider:Eyebrows (lines that appear before the headline to speak to a specific group, like: “Attention Pet lovers!” as discussed in chapter 4).
=+contests (for example: best new cruise activities or excursions);blogs with people sharing their stories;
=+Part 3 Choose your media. Consider using:Interactive components, like
=+Part 2 Create a new campaign for the same audience. Develop a slogan and two headlines that could work in any media.
=+fitness buffs, gardening enthusiasts, wine connoisseurs, gourmands, environmentalists, fundraisers for charitable organizations, industry associates, wedding parties, same-sex couples, singles,
=+Go online and find a campaign that targets a specific ethnic or lifestyle group. For instance, cruise lines that allow specific groups to customize a cruise just for them, like art aficionados,
=+Did you use more than one strategy? Could you find another strategy that would support the one(s) you used?
=+ What interactive contests or fun activities could you invent to get people tweeting?
=+What offers or rewards could you create to persuade people to become a Facebook fan or share their location on foursquare for points?
=+ Look to surprise and reward your audience to build loyalty.What could you do to invite them to respond?
=+How could you include more consumer engagement, like consumer-created content?
=+Part 3 Write a second AdWord ad for another audience or for another service or product.
=+Part 2 Be sure to think about your audience, their values, and what would be a relevant message for them.
=+AdWord users, and for seasoned pros:http://www.google.com/adwords/smallbusinesscenter/write-great-ads.html.
=+Select a client, or advertise your advertising services, or your new company's website. Some students and creative talents are developing websites, writing copy, shooting videos, and so on. Create
=+Think small screen and small space. Less is more. You might have to not only cut copy, but also use fewer subheads per page. Perhaps you would include more links and less copy. Focus on what are
=+Part 3 Write copy for one page. You could choose the home page, or about the company, or case study, or whatever page you want. Be sure to include headlines and subheads for each page.
=+Choose one of the two competing brands, businesses, or agencies.Think about how you would create a distinctive tone of voice with a clear, identifiable personality.
=+ What participatory activities would you include?Perhaps a drawing tool to customize a product.
=+6. How could you make the site more interactive and engaging? What links would you add?
=+5. How would you rewrite the copy to make it more effective?
=+4. Could you tell one brand, business or agency apart from the other?
=+v3. Determine if they are targeting the same audience.
=+2. Do they use a similar tone of voice and point of view?
=+1. Compare the copy on both sites. Are they alike or distinctive?
=+Find two websites for (a) similar brands, (b) same-industry businesses, or (c) competing advertising agencies, digital agencies, or design firms.
=+Write a blog that would fit into the range of topics. Write a blog with a catchy title. Later, after you've posted a few comments on this blog, ask if he or she would like to post your article. Be
=+What kinds of topics can you come up with to discuss?Could you create a contest?
=+What kind of question would you ask to encourage their response?
=+What would you leave out to allow readers to share their wisdom?
=+How can I use it in a new way?
=+What kind of clients would work well in this medium?
=+Does it keep the visitor reading?
=+Is the message on-strategy?
=+Does it showcase the firm's benefits?
=+ You can see how different the copy would be for each of these sites. Just like all copy, you must always decide the following:Is it company appropriate?Is it audience appropriate?Is it
=+ Does it list exciting places to go and famous sites to see?
=+Does it present new cocktails or review restaurants?
=+Is it a site that explores new technology?
=+ Does this site have scientific, medical, or legal advice?
=+How do you want your website to sound? What is the brand or company's personality?
=+How can you make the site interactive? Think about using questions and answers quizzes puzzles forums games contests comments engaging activities (like creative recipes or other how-to tips).
=+Where can you initiate a dialogue (when appropriate)?
=+How can you personalize the language?
=+What would you say if the person were in front of you?
=+Could you use animation? Illumination? Movement? 3-D? Interactivity?
=+ How could you make it more engaging and entertaining?
=+What kind of product or service would work in these locations?
=+Create an open dialogue among users?
=+Exhibit children's artwork?
=+Show photos of consumers?
=+With different benefits?Can you inspire user-generated content and:
=+For a different audience?In another tone of voice?
=+What other ideas could you use?Did you consider an alternative message:
=+Can it illicit audience participation?
=+Can you create an idea that spins out?
=+Can your message work in another locale?
=+will appear. Make sure it's portable. Ask yourself:
=+When you're creating fun headlines, think about where else the message
=+You couldn't expect more from a cow, could you?
=+Why were they effective? How could you continue the campaign?
=+2. What can you ask the audience to do? (Enter a contest, write a comment, or create a video showing them using the product or service.)
=+1. How can you animate it?
=+What do you want them to know?
=+How will this product help them?
=+What do they need to hear?
=+Who's your primary audience?
=+What needs to be said first?
=+What's the purpose of the piece?
=+What benefits are there in direct mail?
=+Look closely at the two scripts below (1) “Pay Per View” and (2) “Red Paint.” The first one of each spot is “as scripted.” The second one is “as produced.” Can you spot the
=+Pick your favorite spot. Why did this one resonate with you? Why was it ranked so high? What made this spot work? What was the strongest part of the spot: (1) the concept, (2) the visual treatment,
=+Compare the two spots. Look at the casting, the music, the dancing, the visual references like the body language and hand gestures of the Sienna commercial and the finger sandwiches and chocolate
=+Did you find it funny when they asked, “Where my kids at?” Or when they break the rap when the little girl says, “I gotta potty.”
=+ Is everything true in the spot? Now look at the Sienna Swagger Wagon at http://www.youtube.com/watch?v=ql-N3F1FhW4. Did you find it a playful exaggeration of the Hip Hop culture?
=+Watch the Smirnoff spoof on Hip Hop culture, “Tea Partay,” http://www.youtube.com/watch?v5PTU2He2BIc0. Why did this work? Why was it not offensive. Hint: Who does the spot mock?
=+Write a convincing :60 radio spot and a :30 TV spot for Lavakan Automatic Dog Wash or any other perfect pooch automatic doggie wash. You can use any technique like product demonstration,
=+Go to these and other websites for more information about Jones soda:http://www.jonessoda.com/ and http://en.wikipedia.org/wiki/Jones_Soda_flavor_list.
=+The TV spot should be for an unusual flavor of Jones soda like the following:a. Turkey & gravyb. Broccoli and cheesec. String bean casseroled. Pumpkin pie

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