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BU PRSSA: What is Advertising
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Brief talk (to be given) to BU PRSSA, January 21, 2016
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BUFCD Brief
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edward boches
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
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edward boches
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BU PRSSA: What is Advertising
1.
What the heck
is advertising? Edward Boches Talk to BU PRSSA January 21, 2016
2.
Big budget, celebrity
filled Super Bowl ads
3.
Clever commercials that
pay for TV time and try to buy your attention.
4.
Social media content
that earns attention and delivers utility.
5.
Conceptual content and
story ideas designed to migrate across the web.
6.
7.
Hacking ordinary locations
to turn them into media.
8.
Digital experiences that
invite participation.
9.
Ideas that do
+ invite + document + share > to start cultural conversations.
10.
Innovative applications of
new technology.
11.
Advertising is anything
(message, branded content, experience, event, app, utility, or platform) that gets attention for a brand or product, overcomes indifference, and makes you care.
12.
13.
brand features/benefits creative paid media consumers company reputation serious earned media influencers
14.
social media creative content paid, earned,
owned
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