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What is great
(part two)
CM417.3
Edward Boches, Professor of Advertising
Tuesday, September 10, 13
Recap
Why do we advertise?
What is role of creativity?
What makes for creativity?
Tuesday, September 10, 13
Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
Tuesday, September 10, 13
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
Part two
Tuesday, September 10, 13
A quick history lesson.
Tuesday, September 10, 13
Once upon a time we could get away
with mediocrity.
Tuesday, September 10, 13
We didn’t really need creative.
Tuesday, September 10, 13
Tuesday, September 10, 13
Writer, art director, message, paid
media, bought attention.
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Post WWII, more competition, choices,
imports, options. Creativity became a
competitive advantage.
Tuesday, September 10, 13
Tuesday, September 10, 13
Bill Bernbach and the creative revolution
changed the face of advertising.
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Text
Tuesday, September 10, 13
Tuesday, September 10, 13
It’s not just what you say, it’s how you
say it that stirs people.
Tuesday, September 10, 13
Bernbach put the copywriter and the art
director in the same room.
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
1994
Tuesday, September 10, 13
1995
Tuesday, September 10, 13
1996
Tuesday, September 10, 13
If you build it they will come.
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Data
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Join the conversation, distribute content,
add value, invite participation, create
utility.
Tuesday, September 10, 13
Creative
Tuesday, September 10, 13
Writer, art director, technologist, developer,
social media specialist creating content,
utility, native advertising, earned attention.
Tuesday, September 10, 13
Entertain
Inspire
Inform
Educate
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
Tuesday, September 10, 13
But many of them are more than
messages.
Tuesday, September 10, 13
Participatory
Interactive
User generated
Shareable
Useful
Enduring
Platforms
Tuesday, September 10, 13
A good idea still matters. It earns
attention, gets remembered, inspires
action.
Tuesday, September 10, 13
BTW....
Tuesday, September 10, 13
Tuesday, September 10, 13
Tuesday, September 10, 13
Where do good ideas come from?
Tuesday, September 10, 13
Strategy
Insight
Deep exploration
Collisions
Volume
Discipline
Creative standards
Relentlessness
Tuesday, September 10, 13
What are the skills we need?
Tuesday, September 10, 13
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
Tuesday, September 10, 13

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What is great (part two participatory)