Alexis Lee ch_8

Divergence is a key element to a creative ad. Without it, it wouldn't be creative. Divergence ties into originality, which is an ad that contains rare elements, and flexibility, which is an ad that could be perceived in many ways.

https://hbr.org/2013/05/how-to-assess-an-ads-creativity

Chloey_Chp.8

In 1929 Lucky Strike marketed to women. 

Lucky Strike sought a motive for the female market to smoke. In doing so, the American Tobacco Co. took on an unlikely competitor: candy. The brand's campaign encouraged women to "Reach for a Lucky instead of a sweet." The National Confectioners Association launched anti-smoking literature in response. The industry rivalries led the FTC to investigate. To fight back, American Tobacco allocated $12.3 million for advertising, an unprecedented amount in 1929, equal to more than $155 million today. Despite great effort, the FTC banned the idea of marketing cigarettes as a weight-loss aid and Lucky Strike amended its campaign to the more innocuous, "Reach for a Lucky instead."

https://youtu.be/VuR_CVcM1tA

http://adage.com/article/cmo-strategy/liodice-ten-big-marketing-risks-paid-brands/143873/

Allex_Chp8

"Taking creative risks" is something that is talked about in chapter 8. Many creative people follow proven formulas when creating ads because they want to stay safe.  Clients often feel uncomfortable with advertising that is too different.  Many creative people say that it is important for clients to take some risks if they want breakthrough advertising that gets noticed. 

http://www.insightmrktg.com/2015/03/20/effective-marketing-takes-creative-risk/

This article offers some insight on how to chase big ideas and take more creative risks. 

Katelyn_Chp8

Focus Groups

Under qualitative research input, focus groups are "a research method whereby consumers (usually 10 to 12 people) from the target market are led through a discussion regarding a particular topic." Companies utilize focus groups to gain insights into consumer trends to improve their product for industry clients. It is a more direct form of feedback.

FocusGroup.com is a site which allows people to easily volunteer for various focus groups within their area. Some of these groups are paid. You must be eligible to apply. The closest available focus group to Columbia is in St. Louis.

Brynn_Chp8

Unique Selling Propositions

USP is an awesome way to stand out from the crowd and create strong brand recognition. It makes your company unique obviously as well as interesting. Having personality in your company have major appeal especially if your customer base relates to the personality of your brand.

Unique Selling Propositions

Rachel_Chp8

D’Arcy Masius Benton & Bowles’s Universal Advertising Standards

This chapter talked about these advertising standards. This article gives some background on these companies and some of the large businesses that were their clients.

http://adage.com/article/adage-encyclopedia/d-arcy-masius-benton-bowles/98430/

Elissa_Chp8

This is a link to information on Leo Burnett and how he developed the idea of Inherent Drama. I found this particularly interesting, because I have seen it in action in many ads, but never knew the name or the entire theory. Most of he most iconic ads have used this theory, which shows how effective his tactic is. I particularly liked his business strategy, "When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either."
http://www.hardtofindseminars.com/Leo_Burnett.htm

Stephanie_Ch. *

Major Selling Idea

This is the claim you make about your product that you feel is the strongest and the one that will sell it. It is what drives your campaign and advertisements and should be the focus.

https://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.000004w5jjvymceg3x0c2zb5k93dm

I chose this article because all these campaign examples have a "big idea" that makes the product and company successful. They are effective because of their boldness, creativity, and consistency. They establish what their pitch is and make it memorable.

Christine_ Ch8

In Chapter 8 it mentions product positioning and how important it is. Advertisers need to know where to put their products and how. From the website I learned how key components to product positioning is customer needs, competitive pressures, and key messages.

http://smallbusiness.chron.com/importance-product-positioning-marketing-plan-24275.html

https://www.youtube.com/watch?v=CAckx0aPf-k

Cinthya_ch9

Dramatization

Dramatization is a type of execution technique mostly in  television where it focuses on telling a short story with the product or service as the star. Advertisements use drama to draw the viewer into the action.
http://www.businessinsider.com/shock-ads-2011-7#wwf-brasil-tsunami-brazil-2009-1

Ch.8_Madelyne

In Chapter 8, Creative Selling is discussed. In this article, there is a collection of effective creative ads. The creativity in these ads are what makes the product stand out and stay in your head. 

http://www.boredpanda.com/creative-print-ads/

Megan_Chp8

Creative Teams

http://www.innovationmanagement.se/imtool-articles/10-rules-for-creative-teams/

Creative teams have a challenging job because every marketing situation is different and each campaign or advertisement may require a different creative approach. This article gives 10 rules for creative teams. The ones that I like the most are diversity and reward the team not just an individual. For diversity the example it uses is someone needs a creative teams for desserts. They aren't going to bring an expert on just chocolate cake for this, they'll bring in experts for ice-cream, candy, and cookies, etc. The whole team needs to be rewarded so that way they will be more motivated to work as a team.

Monica_Chp8

Positioning

This is the idea that advertising is used to establish or position a product/service in a particular place in the consumer's mind. Many of the top brands have retained their market leadership because they have established and maintained a strong position in the minds of consumers. The book gives examples of positioning:

Crest: cavity prevention
BMW: ultimate driving machine

I found a slideshare filled with examples of different brands that we know, and what their brand positioning is.

http://www.slideshare.net/lineldias147/brand-positioning-with-examples

Madison_CH8

Unsuccessful Slogans

7 Shockingly Bad Slogans Major Corporations Went With

This article talks about some weird or unsuccessful slogans companies decided to use (for some odd reason). This article includes my personal least favorite "Not for Women" used by Dr. Pepper when they first started making "Dr. Pepper 10" which only had 10 calories per serving. It had a terrible taste to go along with its terrible tagline.

Kayla_Chp8

Psychographics

How to Use Psychographics in Your Marketing: A Beginner's Guide

I found the concept of psychographic studies intriguing. While demographics answer the question of 'who?', psychographics serve to answer the question 'why?'. This article discusses what psychographics are, how to obtain them, and how to use them to improve your marketing.

Molly_chp8

Brand Loyalists

Chapter eight discussed the importance of  infuncial people and how they can have an affect on a brand. I believe that one brand group of people that have a great impact on a brand is brand loyalists. They come off as the most influential in my eyes, because they love the brand. When you love something you want it to thrive, and they will try hard to influence people to love the brand. Brand loyalists is a great way for a business to see who their target market is.

https://www.ninthlink.com/2009/03/10/the-importance-of-brand-loyalty/

This article describes how important brand loyalty is.

Kaitlyn_Chp8

The Creative Process

James Webb Young from J. Water Thompson agency detailed what he believed was the creative process in advertising and compiled it into five steps: immersion, digestion, incubation, illumination, and reality or verification.

1. Immersion is getting information and material via research.
2. Digestion is mulling over the gathered information in your mind.
3. Incubation is to stop thinking about it and let your subconscious do the work.
4. Illumination is having an idea in mind.
5. Reality or Verification is studying the idea to see if it works in application.

This process is similar to the process developed by Graham Wallas in his book The Art of Thought.

1. Preparation is gathering information.
2. Incubation is letting the idea develop.
3. Illumination is seeing the "light" or solution to the problem.
4. Verification is seeing if the solution is practical or appropriate.

These are by no means concrete methods, every artist has their own process.

Here is an article about how different creative directors encourage a creative environment.
Genius or Process? How Top Creative Directors Come Up With Great Ideas

Mackenzie_Chapter 9

Emotional appeal

Emotional appeal relate to the customers' social and/or psychological needs for purchasing a product or service. Many customers motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes. 

These are two examples of emotional appeal advertisements that were recognized in 2015 by Forbes: 

Michelle_Ch8

Slogans

A slogan is a statement that encompasses a company's image, identity, and position in the market. The article I found featured several famous slogans and included a list of guidelines to consider when creating  slogan. 

A company's slogan is very important because it usually appears in every advertisement or commercial, so it can't be something too obnoxious or long. The book explained that logos can't always say much, so slogans help "bridge this gap and say something about the image of the product or service."

 Some slogans stick around like Wheaties is the "Breakfast of Champions", but other companies change theirs every few years to rebrand themselves.

http://www.hongkiat.com/blog/77-catchy-and-creative-slogans/

Alyssa_Ch8

Creative Strategy and Tactics

Creative strategies determine what the advertising message will say or communicate and creative tactics determine how the message strategy will be executed. This is a very important part of advertising because it determines if it will be effective or not. In this chapter we focus on many strategies including the creative process and tactics companies have to go through. Also, the challenges they might face.

I chose this article because it talks about some of the steps to take while creating a creative strategy.
https://thefinancialbrand.com/27428/writing-effective-creative-briefs/

Kendra_Ch8

Taking Creative Risks

Clients feel uncomfortable with advertising that is too different and often follow proven formulas when creating ads because they are safe. Widen + Kennedy is an agency that has been very successful in getting its clients to take risks. They work for companies such as Nike, Microsoft, and ESPN. The agency can develop great advertising because clients like Nike are willing to take risks and go along with the agency's priority system, which places creative first and the client-agency relationship second. W + K have terminated relationships with clients because they interfered too much with the creative process. They have added clients like Coca-Cola and others because they wanted more creativity in their advertising.

W+K best Nike Ads
https://solecollector.com/news/2016/04/best-nike-wieden-kennedy/