2. What is Advertising?
• It’s an experience.
• It changes along side of the consumer and has
become a duality.
• Advertising flows back and forth between the
advertiser and the audience.
3. Attention
• Brilliant work is executed in a way that entertains.
• People will look at an AD that is entertaining and
relevant.
• The audience can laugh or cry, as long as they
are engaged by the message.
• Brand links are a great way to create relevance in
the consumers mind.
4. Is this AD Effective?
• Most success can be measured by a visceral
reaction.
• Good advertising should be simple, loud and
expansive.
5. Why Print?
• Great print ads provide deep interaction between
the brand and the consumer.
• Print has developed into a springboard, and no
longer gives you all of the facts in one place.
• Print helps develop an Icon that you can own,
which is difficult to do on film.
• Print also allows complete control for the
advertiser.
6. Print vs. Online
• Print is the most intimate approach to advertising.
• It’s the only form of advertising that allows you
touch it, tear it out and hold it front of you. No
other medium allows you to do this.
• Print can connect at a deeper level.
7. Segmenting the Audience
• People build their own personality bubbles,
segmenting reaches them within those bubbles.
• It’s important to have clarity of who you are talking
to.
• You have to know a soul before you can touch it.
8. How you know when
Ads stop working.
• If the product’s not selling anymore.
• You must constantly be refreshing your approach.
• If you wait for the market to tell you your approach
has gone stale you are too late.
9. Ad Agency Preparation
• Exposure to different cultures have more creative
approaches.
• You have to be an expert at behavior.
• Be a total thinker, and view all the different
aspects of an approach.
• Be extremely Open.
• A portfolio is required.
10. Ad Agency Preparation
• Be hungry for experience and want to learn.
• You should love the creation process.
• Know your learning patterns.
• Learn to believe in yourself.
