What is great (part two participatory)
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This document discusses the history and evolution of advertising and creativity. It notes that post-World War II, creativity became more important as competition and choices increased. Bill Bernbach led a creative revolution in advertising by putting copywriters and art directors together and focusing on creativity over mediocrity. Modern advertising creativity involves multiple roles working together to create content, utility and earn attention by entertaining, inspiring and informing audiences. While messages are still important, many creative works are participatory, interactive and shareable platforms. Good ideas that inspire action and get remembered will still earn attention.
What is great (part two participatory)
- 1. What is great (part two) CM417.3 Edward Boches, Professor of Advertising Tuesday, September 10, 13
- 2. Recap Why do we advertise? What is role of creativity? What makes for creativity? Tuesday, September 10, 13
- 3. Original Unexpected Invite you in Entertain first Provoke Avoid cliche Visually arresting Fun Tuesday, September 10, 13
- 4. What is difference between strategy and execution? What three factors influence strategy? What are the differences between features and benefits? Why do people buy? Tuesday, September 10, 13
- 5. Part two Tuesday, September 10, 13
- 6. A quick history lesson. Tuesday, September 10, 13
- 7. Once upon a time we could get away with mediocrity. Tuesday, September 10, 13
- 8. We didn’t really need creative. Tuesday, September 10, 13
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- 10. Writer, art director, message, paid media, bought attention. Tuesday, September 10, 13
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- 13. Post WWII, more competition, choices, imports, options. Creativity became a competitive advantage. Tuesday, September 10, 13
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- 15. Bill Bernbach and the creative revolution changed the face of advertising. Tuesday, September 10, 13
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- 23. Text Tuesday, September 10, 13
- 24. Tuesday, September 10, 13
- 25. It’s not just what you say, it’s how you say it that stirs people. Tuesday, September 10, 13
- 26. Bernbach put the copywriter and the art director in the same room. Tuesday, September 10, 13
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- 33. 1994 Tuesday, September 10, 13
- 34. 1995 Tuesday, September 10, 13
- 35. 1996 Tuesday, September 10, 13
- 36. If you build it they will come. Tuesday, September 10, 13
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- 39. Data Tuesday, September 10, 13
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- 42. Join the conversation, distribute content, add value, invite participation, create utility. Tuesday, September 10, 13
- 44. Writer, art director, technologist, developer, social media specialist creating content, utility, native advertising, earned attention. Tuesday, September 10, 13
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- 56. Original Unexpected Invite you in Entertain first Provoke Avoid cliche Visually arresting Fun Tuesday, September 10, 13
- 57. But many of them are more than messages. Tuesday, September 10, 13
- 58. Participatory Interactive User generated Shareable Useful Enduring Platforms Tuesday, September 10, 13
- 59. A good idea still matters. It earns attention, gets remembered, inspires action. Tuesday, September 10, 13
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- 63. Where do good ideas come from? Tuesday, September 10, 13
- 64. Strategy Insight Deep exploration Collisions Volume Discipline Creative standards Relentlessness Tuesday, September 10, 13
- 65. What are the skills we need? Tuesday, September 10, 13
- 66. Ability to simplify Write clearly Art and copy Design Tell stories Invent (know something about technology) Break free from convention Execute Tuesday, September 10, 13
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