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Week 2: Humber Copy 502

Week 2: Humber Copy 502. Agenda: Warm-up Review teacher’s portfolio Lesson 1: The Importance of Databases Lesson 2: The use of provocative headline and visual teasers in DM and Collateral (sometimes referred to as ideas) Break Review first assignment . Warm-up exercise .

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Week 2: Humber Copy 502

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  1. Week 2: Humber Copy 502 Agenda: • Warm-up • Review teacher’s portfolio • Lesson 1: The Importance of Databases • Lesson 2: The use of provocative headline and visual teasers in DM and Collateral (sometimes referred to as ideas) • Break • Review first assignment

  2. Warm-up exercise Write the headline to an email going to your favourite CD. Tell him/her why they should take you on as a summer intern. What is your single strongest asset and how can you compellingly express it as a benefit for them. Maximum 8 words. Write them on a sheet of paper with your name at the top. You have 2 minutes. Dare to be great!

  3. Lesson 1: Breathe You’ll be a better student, copywriter, employee and person if you’re good to yourself. First lesson. Take 2 minutes everyday and simply observe your breath. When your mind wanders, come back to observing your breath. It does wonders for the imagination and psyche.

  4. Week 2: Humber Copy 502 The Importance of Databases. • Think of it as the ‘target’ section of your brief. • Information is power to those who know how to use it • The growing importance of personalization (it’s the history of one-to-one marketing) • Building relationships – why? • Remember last week: 80/20 rule

  5. Week 2: Humber Copy 502 The Importance of Databases. • Database Security – privacy; proper storage of information; • The importance of list ‘seeding’ • Customer Relationship Management – Lifetime customer value vs. single transaction • ‘One-to-one marketing’ – Are we there yet?

  6. Week 2: Humber Copy 502 Lesson 2: The use of provocative headline and visual teasers in DM and Collateral (sometimes referred to as ideas) • The importance of brand relevant work in a DM campaign • Remember that word, ‘integration’ • Ideally, a single selling idea spread across all media. • Your headline, visual concept, teaser, hero should play within the campaign but work individually

  7. Week 2: Humber Copy 502 Lesson 2: The use of provocative headline and visual teasers in DM and Collateral (sometimes referred to as ideas) • Marketing Analogy you’ll hear lots of this year • How many marketing terms can you think of that connote warfare • So: advertising is carpet-bombing. Spreading the message all over. • Direct marketing is the soldier on the field, getting in their face, going for the sale with the bayonet. • Ugly thought, yes, but it works.

  8. Week 2: Humber Copy 502 Lesson 2: The use of provocative headline and visual teasers in DM and Collateral (sometimes referred to as ideas) • The OE = outer envelope • It carries your headline or whatever your concept is – think of Cisco’s see-through OE as an alarm for security. Relevant to audience • Think of the OE as a billboard (especially if you want to pass this course)

  9. Week 2: Humber Copy 502 Break time! Be back here in 10 minutes

  10. Week 2: Humber Copy 502 Assignment: Let’s have a look at the word doc.

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