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Critique/Recap

Critique/Recap. JOMC 271 • Spring 2013. Creative Brief. Why are we advertising? Whom are we talking to ?* What do they currently think? What would we like them to think? What is the single most persuasive idea we can convey? Why should they believe it?. Know your audience.

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Critique/Recap

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  1. Critique/Recap JOMC 271 • Spring 2013

  2. Creative Brief • Why are we advertising? • Whom are we talking to?* • What do they currently think? • What would we like them to think? • What is the single most persuasive idea we can convey? • Why should they believe it?

  3. Know your audience • For your ads AND for your book.

  4. “Make your own website.” p. 325 • “Just make sure it’s easy to navigate and that the load times are minimal or nonexistent.”

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  6. “Don’t show just ads. Show cool, big-ass ideas executed in a lot of different media.” pp. 322-323 • “Keep in mind that the same idea sized to fit newspaper, then outdoor, then online, is not a campaign. In fact, that’s where the word brochure-ware comes from, trying to drag a print-based idea kicking and screaming into the digital space—by the time it gets there, it’s dead anyway.”

  7. “Come up with monstrous ideas, not just monstrous ads.” pp. 316-318 • Ed McCabe: “I’m not interested in day-after recall of ads. I’m interested in 10-year recall.”

  8. “Fill your portfolio with campaigns, not one-shots.” p. 312 • “And remember, the best campaigns aren’t three one-shots strung together by a common typeface, but one big idea executed across a whole bunch of different media.”

  9. Where do you go from here?

  10. The T-Shaped Ad Person

  11. Required Reading

  12. If You Only Read One Book

  13. Read the Classics Anything by David Ogilvy

  14. Read for Your AreaExample: Art Direction

  15. Your own site cargocollective.com OR

  16. Learn to code

  17. Get Involved

  18. .Keep in touch. Recent email from former student Sent: Friday, April 26, 2013 4:41 PM To: Hester, Joe Bob Subject: Back in DC after 25 Years Attending the White House Correspondents dinner tomorrow night as a guest of Cumulus network radio. Last time I was here was for the AAF convention in 1989!

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