Terms : Hide Images
| 3833913090 | Visual language | The 80's! MTV Visualized Music. Emerged because we need increased positioning and because our communication became more worldly. Example: Absolut vodka (played with art, places, etc.)... both postmodernism and visual language. | 0 | |
| 3833916729 | Associated value | Tying products into the culture of the moment (Pears soap- painted into art to increase sense of status) Thomas Barrat | 1 | |
| 3833918782 | Parity products | Machine made and interchangeable (Industrial revolution) | 2 | |
| 3833926403 | Constructive discontent | Creating a problem, then giving the solution (Listerine) | 3 | |
| 3833936348 | Commercialism | Need for meaning (after basic needs are met); commodification and marketing; marketing communication is at the heart of commercialism | 4 | |
| 3833938463 | Unique selling or proposition | The one thing that makes a product different and marketable (Rosser Reeves invented this; M&M's "melts in your mouth, not in your hands") | 5 | |
| 3833944351 | Postmodernism | The 80's! Postmodernism in communication: branch out into music, film, anything part of popular culture. Example: Apple launched in 84, and Nike shortly after. Absolut vodka is another key example that played a role with visual language | 6 | |
| 3833950177 | Icons | Brand Icons and why they are important. like the Pilsberry Dough Boy ( Cute, humorous, someone you can trust) Charlie the Tuna AND The Jolly Green Giant. Gave a friendly face for an industrial product. | 7 | |
| 3833951730 | Consumer generated content | Ex:Mentos/Coke Focus shifts from quality to value. | 8 | |
| 3833966212 | Integrated marketing communication | Mary Wells. All pieces of marketing should be tied to each other Ex: I <3 NY campaign. | 9 | |
| 3833966213 | Viral content | example: Maury the Penguin ad, "Call Me Maybe" mash up, dumb ways 2 die | 10 | |
| 3833968246 | Media neutral ideas | an idea is independent of the media in which it gets placed | 11 | |
| 3834007926 | Branding | the idea that consumers connect with a specific product. It is when the product is marketed so that it is recognizable and differentiated from other companies offering the same product/service. Example: Tiffany Box. | 12 | |
| 3834009472 | Engineering consent | Edward Bernays | 13 | |
| 3834010896 | Post digital | Term that points to our rapidly changed and changing relationships with digital technologies and art forms. Idea that we all want to be present. Creates momentum and buzz | 14 | |
| 3834013838 | Web 2.0 | describes World Wide Web sites that emphasize user-generated content, usability, and interoperability. Goal to make pages dynamic and give us the ability to interact with it. Example: Burger King chicken Although Web 2.0 suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the way Web pages are made and used. | 15 | |
| 3834015354 | Real time marketing | News + events; how to connect and get brand out in an organic way; (Oreos in the super bowl) | 16 | |
| 3834015355 | Age of Adaptation | we live in the age of adaptation! Questions are the new answers. | 17 | |
| 3834020463 | Houdini Solution | productive creative people look for ways to use obstacles to create a solution | 18 | |
| 3834021819 | Creative Revolution | Used visuals in new way, different types of ads and ideas emerge. Backlash against Rosser Reeves' formulaic approach to the "perfect ad". | 19 | |
| 3834027530 | American Teenage Culture | 50s when the culture was born - suburbs were wired - Example: American Bandstand (Dick Clark → Philly) | 20 | |
| 3834027531 | 5 Ps | of marketing= Product, price, place, promotion, people | 21 | |
| 3834030482 | Commander's Intent | The plan's goal, the desired outcome; Example: Southwest Airlines (We are THE low-fare airline) → pages 26-28 in Heath | 22 | |
| 3834032544 | Principles of Stickiness | Simple Unexpected Concrete Credentialed Emotional Story | 23 | |
| 3834034376 | The Curse of Knowledge | a cognitive bias that leads better-informed parties to find it extremely difficult to think about problems from the perspective of lesser-informed parties. | 24 | |
| 3834036993 | Generative metaphor | example: disney calls its employees "cast members" | 25 | |
| 3834036994 | Schema | a representation of a plan or theory in the form of an outline or model. | 26 | |
| 3834038741 | 10/10 Rule | It will take 10 years to make a brand and also 10 years to adopt it. (youtube broke this because it took 10 years to create but it only took one year to adopt.) | 27 | |
| 3834041355 | Burying the lead | Beginning a story with non-important/secondary details before getting to the main point/story. Essentially burying the important stuff under the non-important stuff. | 28 | |
| 3834045119 | Forced prioritization- | "smart people recognize the value of all the material. They see the nuance, multiple perspectives - and because they fully appreciate the complexities of a situation - they're often tempted to linger there. The tendency to gravitate toward complexity is perpetually at war with the need to prioritize." (what reading is this from? & page number?) | 29 | |
| 3834049386 | Adjacent Possible | From Steven Johnson's Where Good Ideas Come From (ch.1): "This phrase captures both the limits and the creative potential of change and innovation" | 30 | |
| 3834051189 | The Gap Theory of Curiosity | 'We must open gaps before we close them" | 31 | |
| 3834051190 | Innovative environments | an environment that creates good ideas. "Innovative environments are better at helping their inhabitants explore the adjacent possible, because they expose a wide and diverse sample of spare parts- mechanical or conceptual- and they encourage novel ways of recombining those parts." (Where Good Ideas Come From pg. 41) | 32 | |
| 3834054014 | Disruptors- | New set of digitally led competitors that take advantage in customer behavior, disrupt established brands. | 33 | |
| 3834056868 | What are the nine reasons why commercial communication matters? | 1. drivers of world economy 2. powerful art form 3. shapes pop culture 4. endlessly entertaining 5. enlighten and inspire 6. reflects values, hopes, dreams, fears 7. knows our secrets 8. employs talented people 9. inescapable | 34 | |
| 3834076600 | What implications has the introduction of new media had on the advertising industry? | people can lose control of brands; consumers become in control/demanding bc able to express opinion | 35 | |
| 3834085320 | What are the three kinds of media and what are the differences? | owned bought earned | 36 | |
| 3834087188 | What are the different types of brand categories? | packaged goods durable goods services technology retail people | 37 | |
| 3834102638 | What are the six principles of sticky ideas? | 1. simplicity 2. unexpectedness 3. concreteness 4. credibility 5. emotions 6. stories | 38 | |
| 3834111098 | What essential emotions are commonly provoked by naturally sticky ideas? | surprise, interest, curiosity | 39 | |
| 3834114031 | What are the characteristics of a resilient brand? | Resilient brands are able to adapt, to change direction, take knocks and setbacks and come back stronger. They are able to extend to new products, new business models and take their customers with them. | 40 | |
| 3834115706 | Rosser Reeves | The unique selling proposition - every product had something unique, that if capitalized on, you will sell more of that product. '' My job is to make you think that THIS quarter is better than THAT one.'' Anacin, M&Ms, wonderbread | 41 | |
| 3834118961 | Mary Wells | Broke many barriers - First woman with name on agency (started her own agency) "I <3 NY" campaign was started by her ALSO she liked themes End of the Plain Plane Integrated Communication: believed that every message should have a central theme and tie back to the main product. | 42 | |
| 3834121719 | Crispin Porter +Bogusky | Innovators of media neutral ideas Blurred lines between facets of marketing communications Pushed traditional clients to adopt untraditional ways Burger King Subservient Chicken and Whopper Sacrifice campaigns achieving notoriety on the strength of work forBurger King, BMW MINI, and anti-smoking campaign TheTruth.com | 43 | |
| 3834123107 | Lydia Pinkham | Put a face to the product ( first time ever) she also established a relationship with the client and the company. Putting a friendly face to the and humanized it. | 44 | |
| 3834124971 | Thomas Barratt | Pears Soap Barratt was keen to equate Pears with quality and high culture through his campaign methods. He acquired works of art to use in the advertisements, most famously John Everett Millais' painting Bubbles, which he turned into an advertisement by adding a bar of Pears soap in the foreground Associated Value: he understood the power of cultural ties, as well as present taste. | 45 | |
| 3834128897 | PT Barnum | The Power of Language Understood that the way things were presented were key factors in keeping peoples interest Catchy names (Fejee mermaid) | 46 | |
| 3834130961 | Claude Hopkins | The first person wins" He did just that with a toothpaste Ad He understood that if you can get there first then you can own it... claiming space before everybody else got it. | 47 | |
| 3834133512 | Leo Burnett | Known for: ○ The perfect campaign ○ Inherent drama ○ Icons Marlboro cigarettes: changed the identity of cigarettes, from a womans to a western makes ○ This could never happen today with the repackaging today but it was a very risky move that worked | 48 | |
| 3834135395 | R/GA | First digital agency to gain recognition; Worked with many digital companies; Created the interface for Nike+!!!; When Nike and Apple got together; RGA → digital agency of the decade | 49 | |
| 3834137156 | Ivy Lee | The press release (NY TIMES) | 50 | |
| 3834141453 | Gerald Lambert | Brand guy; Constructive discontent; Listerine; Halitosis (bad breath); Gave a solution for what he created (Halitosis → Listerine); Understood the culture fixation on germs and cleanliness; Created many ads; Commodification of the body - tried to solve natural things our bodies do (deodorant);Magazines altered the media field | 51 | |
| 3834143712 | Bill Bernbach | most notable campaign was probably for Volkswagon (Think Small, Lemon) | 52 | |
| 3834145798 | Edward Bernays | Engineering of consent first to use psychology in advertising Nephew of Freud Cigarettes made them more popular for women to smoke to increase overall sales used green in more fashion ads since the cigarettes were in green packaging (Lucky Strike) women started to smoke in order to get "equal rights" The american breakfast the idea that a "hearty" breakfast is better for you--helped to sell bacon pushed people away from just coffee and toast The American dream PR effort after WWII Work more hours, climb the ladder, earn more money, buy more "We are governed our, our minds are molded, our tastes formed and ideas created." | 53 | |
| 3834148291 | Frances Gerety | Power of culture manipulating culture First successful woman in advertisement industry Created the line "Diamond is forever" made people feel compelled to get a diamond wedding ring | 54 | |
| 3834151228 | Lucky Strike | top-selling cigarette brand in the United States during the 1930s. Edward Bernays created the "Torches of Freedom" idea, using cigarettes as a stand for equal rights between the sexes. Major culture shift. | 55 | |
| 3834152735 | Boston Tea Party | Biggest public relations movement in the history (1773) | 56 | |
| 3834154746 | Braniff Airlines | End of the Plain Plane Campaign Done by Mary Wells convinced the company to splash its planes with bright colors and outfit flight attendants with uniforms by Italian designer Emilio Pucci | 57 | |
| 3834156388 | Apple | Postmodernism in communication started to branch out into music and into film and bring it into advertising ( launch of Apple in 1984 and then set Apple up as a disruptive force.) | 58 | |
| 3834156389 | Nike | Pulled in music from popular culture also gathered things from other places. Also inspired people " Just do it. | 59 | |
| 3834158785 | Anacin | Rosser Reeves - " Fast, Fast, Fast Relief." | 60 | |
| 3834161056 | Pears' Soap- | soap ad's by Thomas Barratt that placed the product into famous works of art. Associated value. | 61 | |
| 3834161057 | Absolut- | Ad's incorporated (consumers) artwork with the print ads of the bottles. | 62 | |
| 3834163177 | Gatorade- | Most distinctive element of their brand = lighting bolt | 63 | |
| 3834166348 | Doritos | Crash the Super Bowl the Frito-Lay brand asked people to create a 30-second Doritos ad as part of its "Crash The Super Bowl" contest in which the grand prize winner will go to the Super Bowl, see their ad air during the game, get a "dream job" at Universal Pictures and win $1 million | 64 | |
| 3834166349 | Pepsi- | Michael Jackson "Billie Jean" | 65 | |
| 3834168349 | Truth- | Anti-smoking ads. Crispin Porter + Bogusky. The more you tell teenagers how dangerous cigs are, the more they will invest in tobacco. | 66 | |
| 3834170675 | Mentos/Diet Coke | consumer generated content on Youtube recording mentos explode in Diet Coke. | 67 | |
| 3834172278 | Southwest Airlines- | Marketed themselves as "THE low-fare airline" (referenced in chapter 1 of Made to Stick) | 68 | |
| 3834172279 | BMW Films | 'The Hire'' with Clive Owen- 8 short films highlighting various performance aspects of different BMW models. BMW understood that computers were starting to be everywhere (all on a website/online) → changed people's ideals about what could happen online... Branded content (Content that is more than just an ad or an message that has something to do with the brand) | 69 | |
| 3834177731 | Burger King | The guy dressed up as the king and danced around on youtube also the chicken that you can interact with via youtube. | 70 | |
| 3834178817 | Old Spice | viral marketing, video marketing especially through social media giant Youtube They were really able to appeal to women with the sense that Old Spice is able to give a man all the qualities a woman is seeking | 71 | |
| 3834181333 | Dove Soap | Easy on your skin. "Real Beauty" ads. Ogilvy & Mather; Viral expands - $50,000 ad; People passed this ad along → 2006 - Time magazine, etc - the person of the year was us - year of the consumer/content provider; Created brands | 72 | |
| 3834183200 | Oreo's super bowl | "Dunk in the Dark" During Super Bowl blackout. Example of Real Time Marketing | 73 | |
| 3834185207 | Jay-z Bing | the map of the Jay's autobiography, it was a scavenger hunt, Droga5. Brought digital experiences to life. | 74 | |
| 3834189975 | NeoNurture | The Neonurture machine was not successful because it brought the state of the art technology to developing countries. This allowed hospitals to build and maintain the same incubators as developed countries. Sample questions from lecture: | 75 |
