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2 pts Extra Credit

2 pts Extra Credit. Ad Age 2010 Marketer of the Year Herg 2/9 5:30pm. Can being banned be a big idea?. Audience Understanding Homework. What did you learn. How would you climb the benefits ladder? What need would you focus on?

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2 pts Extra Credit

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  1. 2 pts Extra Credit Ad Age 2010 Marketer of the Year Herg 2/9 5:30pm

  2. Can being banned be a big idea?

  3. Audience Understanding Homework

  4. What did you learn • How would you climb the benefits ladder? • What need would you focus on? • How did you come to that conclusion (what type of insights did you find?

  5. Positioning statement • For target audienceWeight Watchers is the frame of reference thatbenefit

  6. Big Idea of the Day

  7. People not like me

  8. Personal project • Choose a product or brand focused on a target very different than yourself. • Young vs. Old • Male vs. Female • Blue Collar vs. White Collar • Enthusiast vs. Casual User • Etc.

  9. Become Expert • Product • Competition • Marketplace • Your target consumer (qual research is a must)

  10. Due Date:Last class before Spring Break March 9-10, 2011

  11. Deliverables: to me • 1 full page each (product insights, marketplace insights--incl. Simmons, consumer insights) • Report from qualitative research (3pages) • Positioning Statement • Design persona(s) • Creative brief • Big idea (print, TV, and/or web) • One paragraph summary of why your idea is a “big idea.”

  12. Presentaions Two classes after Spring Break

  13. Presentations: to class • 7 minutes— “pechakucha” • Product (two) • Marketplace (two) • Qualitative research report—Target description/Insight(s) (eight) • Proposition/Support (two) • Big Idea! (two)

  14. Qual research will be the key Handout

  15. Use the rest of class surf and consider alternatives • Search MRI + • Search your brain • Read articles • Send me an email before next class with your choice and why it meets the criteria of “people not like me.”

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