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2008-2009 Crystal Staley AAF District 3 ADDY Chair   Laveda Miles   National ADDY Committee 2008 - 2009
Changes 2008-2009 Available 9/1/08 www.aaf.org Rules/Guidelines  & Categories
<ul><li>Product or Service Sales Presentation </li></ul><ul><li>1B Sales Kit or Product Information Sheets  If you enter a...
<ul><li>Packaging </li></ul><ul><li>2B  CD,DVD,VHS, Cassette .  </li></ul><ul><li>Includes game covers. </li></ul>Sales Pr...
<ul><li>Point-of Purchase </li></ul><ul><li>4 Audio/Visual Sales Presentation Entry must be edited to no more than five mi...
<ul><li>Publication Design </li></ul><ul><li>8C  Series  (Two or four covers and/or features  from consecutive issues).  <...
<ul><li>Special Event Material   Promotional and/or informational items, usually relating to a specific event/affair at a ...
Direct Marketing <ul><li>Clarification Added </li></ul><ul><li>Mere mailing of a piece does not necessarily </li></ul><ul>...
Outdoor Board 14A  Flat 14B  Extension/Dimensional 14C  Digital or Animated Includes digital or animated outdoor, or any u...
<ul><ul><ul><li>Outdoor Board  (Combined Company ID & Wrap) </li></ul></ul></ul><ul><ul><ul><li>15 Vehicle Graphic Adverti...
<ul><li>Mass Transit/Public/Airlines (Vehicles)   Advertising of the poster or banner variety displayed via panels or inse...
<ul><li>Site  </li></ul><ul><li>Interior or exterior signage that is restricted to  malls, airports, train/bus stations, p...
<ul><li>Outdoor </li></ul><ul><li>14A  Flat </li></ul><ul><li>14B  Extension/Dimensional </li></ul><ul><li>14C  Digital or...
<ul><li>Proof of Usage </li></ul><ul><li>Non-traditional entries MUST be accompanied  by proof of usage. Include a short p...
<ul><ul><li>When submitting podcasts, internet commercials or webisodes, please use a URL address.  </li></ul></ul><ul><ul...
<ul><li>Websites  (Includes Social Media Websites) </li></ul><ul><li>Business-to-Business </li></ul><ul><li>32A  Flash-Bas...
<ul><ul><li>Online Advertising </li></ul></ul><ul><ul><li>34 A Banners/pop-ups.   Includes interstitial,  superstitial, ey...
<ul><li>Consumer Products   </li></ul><ul><li>45A Automotive (vehicles only) </li></ul><ul><li>45B Apparel & Jewelry </li>...
<ul><li>Single  Spots </li></ul><ul><li>Condensed to: </li></ul><ul><li>45A  Consumer Products  </li></ul><ul><li>45B  Con...
<ul><li>Products   Automotive (vehicles only), cars, trucks,  motorcycles, recreational vehicles, manufacturers, apparel &...
<ul><li>Outlets   Retail stores, department, specialty, furniture, discount stores, restaurants, fast-food chains,  specia...
<ul><li>Services   Media: cable companies, TV networks, newspapers,  magazines, radio stations, travel/tourism, cruise/air...
<ul><li>Campaign </li></ul><ul><li>46A  Consumer Products </li></ul><ul><li>46B  Consumer Outlets </li></ul><ul><li>46C  C...
<ul><ul><li>Sample of Use   </li></ul></ul><ul><ul><li>The goal of this category is to recognize only the  creative execut...
<ul><li>Photography   </li></ul><ul><li>70A   B/W </li></ul><ul><li>70B   Color </li></ul><ul><li>70C   Digitally Enhanced...
<ul><ul><li>Elements of Advertising </li></ul></ul><ul><ul><li>Much confusion, much discussion about  entries by photograp...
<ul><li>All the changes will be on  www. aaf .org   Changes on the PDF and Word documents  will be in  RED . </li></ul><ul...
<ul><li>Entries </li></ul><ul><li>Pieces entered into Advertising for the  Arts & Sciences, Public Service or Industry  Se...
<ul><li>Entries </li></ul><ul><li>CD and DVDs only. </li></ul><ul><li>Do not put labels on the CDs & DVDs. </li></ul><ul><...
<ul><li>Entries </li></ul><ul><li>Entry numbers go on  back right hand corner  of entry. </li></ul><ul><li>Do not send ori...
<ul><li>Local variations of rules </li></ul><ul><li>Entrants should be pointed to your website. </li></ul><ul><li>Post dat...
<ul><li>Call for Entry - Suggestions </li></ul><ul><li>Gallery – ask for 2 copies of entry, one for judging,  one for gall...
<ul><li>Before Judging </li></ul><ul><li>Check entries  </li></ul><ul><ul><li>Correct categories </li></ul></ul><ul><ul><l...
<ul><li>Before and During Judging </li></ul><ul><li>Make category changes in database, not just entry. </li></ul><ul><ul><...
<ul><li>During Judging </li></ul><ul><li>PDAs </li></ul><ul><ul><li>Check to make sure scores are saved correctly. </li></...
<ul><li>During Judging </li></ul><ul><li>Bilingual Entries </li></ul><ul><ul><li>Provide translation or have someone that ...
The Future of Advertising Do NOT view this an a burden, it is an opportunity. Optional, but logical. Minimal costs. Use sa...
Work with local Ad2 and student volunteers. Ad2 works for you. Give Ad2 a way to make money. Enlist help from last year’s ...
Students must be enrolled full or part-time in an accredited US education institution. Work must be created while entrant ...
Minimum nationwide suggested fee of $20 per entry – Shared Revenue. $3 AAF $1 National Ad 2 $2 District $14 Local Club Nat...
Contacts   Caitlin Tucker  [email_address] AAF  800-999-2231 OmniSolutions – Technical/Software 301-869-3453  [email_addre...
Questions? Suggestions?
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Product Or Service Sales Presentation

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Transcript of "Product Or Service Sales Presentation"

  1. 1. 2008-2009 Crystal Staley AAF District 3 ADDY Chair Laveda Miles National ADDY Committee 2008 - 2009
  2. 2. Changes 2008-2009 Available 9/1/08 www.aaf.org Rules/Guidelines & Categories
  3. 3. <ul><li>Product or Service Sales Presentation </li></ul><ul><li>1B Sales Kit or Product Information Sheets If you enter a piece in this category, you may not enter it in the Brochure category (7A, B or C). You must choose one or the other, but not both. If there are additional pieces included to make a brochure a sales kit, then it can be entered into both. </li></ul>Sales Promotion
  4. 4. <ul><li>Packaging </li></ul><ul><li>2B CD,DVD,VHS, Cassette . </li></ul><ul><li>Includes game covers. </li></ul>Sales Promotion
  5. 5. <ul><li>Point-of Purchase </li></ul><ul><li>4 Audio/Visual Sales Presentation Entry must be edited to no more than five minutes in length and transferred to CD/DVD. </li></ul>Sales Promotion
  6. 6. <ul><li>Publication Design </li></ul><ul><li>8C Series (Two or four covers and/or features from consecutive issues). </li></ul><ul><li>Please mark spreads to be judged. </li></ul>Collateral Material
  7. 7. <ul><li>Special Event Material Promotional and/or informational items, usually relating to a specific event/affair at a given location, date, time, etc. This category does not include Advertising Industry Self Promotion, Public Service or Advertising for the Arts & Sciences. They must be entered in their respective category. </li></ul><ul><li>10A Card </li></ul><ul><li>10B Invitation </li></ul><ul><li>10C Announcement </li></ul><ul><li>10D Campaign </li></ul>Collateral
  8. 8. Direct Marketing <ul><li>Clarification Added </li></ul><ul><li>Mere mailing of a piece does not necessarily </li></ul><ul><li>make it direct marketing. The method of shipment </li></ul><ul><li>(self-mailer indicia, envelope, etc.) must be evident </li></ul><ul><li>and included with the entry. </li></ul><ul><li>Ex: Brochures mailed, TV commercials mailed, Newsletter (unless intended as Direct Mail), etc. </li></ul>
  9. 9. Outdoor Board 14A Flat 14B Extension/Dimensional 14C Digital or Animated Includes digital or animated outdoor, or any unit that has movement or change. Includes closed circuit broadcasts, such as commercials run on a jumbo-tron at a sporting event. 14D Super-Sized Any outdoor board which goes beyond traditional standards or surfaces Out of Home
  10. 10. <ul><ul><ul><li>Outdoor Board (Combined Company ID & Wrap) </li></ul></ul></ul><ul><ul><ul><li>15 Vehicle Graphic Advertising Impressions/messages that are displayed to the </li></ul></ul></ul><ul><ul><ul><li>public, usually via the use of panels on the side, </li></ul></ul></ul><ul><ul><ul><li>front, back, top or bottom of vehicles (cars, trucks, </li></ul></ul></ul><ul><ul><ul><li>wagons, etc). Includes advertiser identification and/or promotional messages and vehicle wraps. </li></ul></ul></ul><ul><ul><ul><li>(Includes wraps of any size) </li></ul></ul></ul>Out of Home
  11. 11. <ul><li>Mass Transit/Public/Airlines (Vehicles) Advertising of the poster or banner variety displayed via panels or inserts inside and/or outside public transportation vehicles (Airplane, bus, train/rail, street car, subway, taxis, etc.). </li></ul><ul><li>16A Interior (Placed inside a mass transit vehicle.) </li></ul><ul><li>16B Exterior (Placed on the outside of a mass transit vehicle, including taxi-toppers. </li></ul><ul><ul><ul><li>Moved shelter to Site (Exterior) </li></ul></ul></ul>Out of Home
  12. 12. <ul><li>Site </li></ul><ul><li>Interior or exterior signage that is restricted to malls, airports, train/bus stations, places of business, bus shelters, etc. Does not include posters described in category #9, or signage in the outdoor or transit categories. </li></ul><ul><li>17A Interior Animated (with motion) </li></ul><ul><ul><ul><li>17B Interior Still or Static </li></ul></ul></ul><ul><ul><ul><li>17C Exterior Animated (with motion) </li></ul></ul></ul><ul><ul><ul><li>17D Exterior Still or Static </li></ul></ul></ul>Out of Home
  13. 13. <ul><li>Outdoor </li></ul><ul><li>14A Flat </li></ul><ul><li>14B Extension/Dimensional </li></ul><ul><li>14C Digital or Animated </li></ul><ul><li>14D Super-Sized </li></ul><ul><li>Vehicle Graphic Advertising </li></ul><ul><li>(Combined) </li></ul><ul><li>Wraps or Company ID </li></ul><ul><li>Mass Transit / </li></ul><ul><li>Public Transportation Vehicles </li></ul><ul><li>16A Interior (Inside of vehicle) </li></ul><ul><li>16B Exterior (Outside of vehicle, </li></ul><ul><li>(includes taxi-toppers) </li></ul>Site 17A Interior Animated (with motion) 17B Interior static or still 17C Exterior Animated (with motion) 17D Exterior static or still Out of Home
  14. 14. <ul><li>Proof of Usage </li></ul><ul><li>Non-traditional entries MUST be accompanied by proof of usage. Include a short paragraph describing the event or how the entry appeared. </li></ul><ul><li>Do not send the creative brief </li></ul>Non Traditional Advertising
  15. 15. <ul><ul><li>When submitting podcasts, internet commercials or webisodes, please use a URL address. </li></ul></ul><ul><ul><li>URLs should not require any username or password for access. In cases where this already exists, the entrant should create an independent URL. </li></ul></ul><ul><ul><li>If a website is database driven, please indicate this on the entry as explanation for not including a CD. </li></ul></ul><ul><ul><li>Mobile Marketing or Text Messaging may enter using screen shots or CD. </li></ul></ul>Interactive Advertising
  16. 16. <ul><li>Websites (Includes Social Media Websites) </li></ul><ul><li>Business-to-Business </li></ul><ul><li>32A Flash-Based </li></ul><ul><li>32B HTML/Other </li></ul><ul><li>Business-to-Consumer </li></ul><ul><li>33A Flash-Based </li></ul><ul><li>33B HTML/Other </li></ul>Interactive Advertising
  17. 17. <ul><ul><li>Online Advertising </li></ul></ul><ul><ul><li>34 A Banners/pop-ups. Includes interstitial, superstitial, eye blasters, screensaver design , etc. </li></ul></ul><ul><ul><li>34 H Internet Commercials. Any commercial run on the internet. URL Required. </li></ul></ul><ul><ul><li>(Changed from internet only) </li></ul></ul>Interactive Advertising
  18. 18. <ul><li>Consumer Products </li></ul><ul><li>45A Automotive (vehicles only) </li></ul><ul><li>45B Apparel & Jewelry </li></ul><ul><li>45C Health, Beauty & Pharmaceuticals </li></ul><ul><li>45D Food </li></ul><ul><li>45E Alcoholic Beverages </li></ul><ul><li>45F Non-Alcoholic Beverages </li></ul><ul><li>45G Retail Products </li></ul><ul><li>Consumer Outlets </li></ul><ul><li>45H Retail Stores </li></ul><ul><li>45I Restaurants </li></ul><ul><li>45J Supermarkets/Food Stores/ Convenience Stores </li></ul><ul><li>45K Retail Dealers </li></ul><ul><li>45L Online Retail Sites </li></ul>Regional/National Television Single Spots Consumer Services 45M Media 45N Travel / Tourism 45O Entertainment / Lotteries 45P Retail 45Q Communications 45R Professional Services 45S Healthcare Services 45T Corporate/Institutional 45U Energy/Utilities 45V Advocacy
  19. 19. <ul><li>Single Spots </li></ul><ul><li>Condensed to: </li></ul><ul><li>45A Consumer Products </li></ul><ul><li>45B Consumer Outlets </li></ul><ul><li>45C Consumer Services </li></ul>Regional/National Television Single Spots
  20. 20. <ul><li>Products Automotive (vehicles only), cars, trucks, motorcycles, recreational vehicles, manufacturers, apparel & jewelry, fashion, sportswear, casual, lingerie, footwear, jewelry, health & beauty, cosmetics, fragrances, health and beauty products, medications, food, foodstuffs, meats, produce, confections, snacks, dairy products, alcoholic beverages, beer, wine, liquors, non-alcoholic beverages, soft drinks, water, tea, milk, coffee, sports beverages, retail products: home electronics, computers, household products, appliances, toys, sporting goods and other retail products. </li></ul>Consumer Products
  21. 21. <ul><li>Outlets Retail stores, department, specialty, furniture, discount stores, restaurants, fast-food chains, specialty, franchise, supermarkets, food/convenience stores, mini-marts, grocery stores and other food retailers, retail dealers, automotive, boat, motorcycle, (sales and rental), online retail sites, “ virtual store fronts” on websites with online catalogs, sometimes gathered into a “virtual mall.” </li></ul>Consumer Outlets
  22. 22. <ul><li>Services Media: cable companies, TV networks, newspapers, magazines, radio stations, travel/tourism, cruise/airlines, hotels, resorts, destinations, entertainment/lotteries, amusement parks, movie promos, zoos, lotteries, sports teams, casinos, etc. retail, hair salons, cleaning, employment, auto services, exercise spas, communications, telephone companies, telephone directories, cellular service providers, pagers, long distance services, Internet providers, professional services, financial, legal, banking, investment services, brokerage firms, credit cards, insurance services, healthcare services: healthcare facilities, doctors, HMOs, corporate/ institutional: company image, self-promotion, recruitment, energy/utilities, natural gas companies, electric companies, advocacy, political, religious, lobbying, special interest, (not public service). </li></ul>Consumer Services
  23. 23. <ul><li>Campaign </li></ul><ul><li>46A Consumer Products </li></ul><ul><li>46B Consumer Outlets </li></ul><ul><li>46C Consumer Services </li></ul><ul><li>Remember – You can always add the breakdown </li></ul><ul><li>back in. It will be on the AAF website for your use. </li></ul>Regional/National Television Campaign
  24. 24. <ul><ul><li>Sample of Use </li></ul></ul><ul><ul><li>The goal of this category is to recognize only the creative execution of individual components of an advertising entry (illustration, photography, music, logo, etc.). Each entry in this section MUST include a sample showing how the element was actually used in the advertising message. For print entries, a sample should be included in the entry envelope. When submitting a logo, if the type of company is not evident or obvious, it is recommended to include one or two words explaining the type of business the logo represents. </li></ul></ul>Elements of Advertising
  25. 25. <ul><li>Photography </li></ul><ul><li>70A B/W </li></ul><ul><li>70B Color </li></ul><ul><li>70C Digitally Enhanced </li></ul><ul><li>Photographic images whose content has been digitally altered to create a new image (often one not possible using traditional photo techniques). Utilitarian photo retouching, color correcting or photo editing alone does not qualify an image for this category. A sample of the original photo and the digitally enhanced photo MUST be supplied for proper judging. </li></ul><ul><li>70D Campaign (2-4 of the above). </li></ul>Elements of Advertising
  26. 26. <ul><ul><li>Elements of Advertising </li></ul></ul><ul><ul><li>Much confusion, much discussion about entries by photographer or agency. </li></ul></ul><ul><ul><li>In Elements of Advertising, entries may only be entered in the CBSA, DMA or MSA in which it was created. (Deleted – not by the agency using the element.) </li></ul></ul><ul><ul><li>The entrant’s address will determine into which local show the work is entered. </li></ul></ul>Geographic Considerations
  27. 27. <ul><li>All the changes will be on www. aaf .org Changes on the PDF and Word documents will be in RED . </li></ul><ul><li>Numbers are different. If you added local only categories in the software, they will not move with the new category numbers. Need to delete them from where they are and insert them into the correct area. </li></ul>Things to Remember
  28. 28. <ul><li>Entries </li></ul><ul><li>Pieces entered into Advertising for the Arts & Sciences, Public Service or Industry Self-Promotion cannot be entered in any other category. </li></ul><ul><li>Each Elements of Advertising entry must include a sample, showing how the element was actually used. </li></ul>Things to Remember
  29. 29. <ul><li>Entries </li></ul><ul><li>CD and DVDs only. </li></ul><ul><li>Do not put labels on the CDs & DVDs. </li></ul><ul><li>Use a CD/DVD safe pen to write entry number on disc. </li></ul><ul><li>No MP3s, MP4s, no Quicktime. </li></ul><ul><li>Must play on standard home DVD unit. </li></ul>Things to Remember
  30. 30. <ul><li>Entries </li></ul><ul><li>Entry numbers go on back right hand corner of entry. </li></ul><ul><li>Do not send original or irreplaceable artwork. It will not get returned. Tell your students! </li></ul><ul><li>PROOFREAD YOUR ENTRIES </li></ul><ul><ul><li>Mistakes go all the way to national competition. </li></ul></ul>Things to Remember
  31. 31. <ul><li>Local variations of rules </li></ul><ul><li>Entrants should be pointed to your website. </li></ul><ul><li>Post dates, requirements and rules on your website. </li></ul><ul><li>Include dates, requirements and rules on the entrant screen. </li></ul><ul><li>Series of emails with your dates, requirements, rules. </li></ul><ul><li>ADDY workshop for your entrants. </li></ul>Things to Remember
  32. 32. <ul><li>Call for Entry - Suggestions </li></ul><ul><li>Gallery – ask for 2 copies of entry, one for judging, one for gallery. No second one, not in gallery. </li></ul><ul><li>PDFs of entries for screen show and winners’ book. </li></ul>Things to Remember
  33. 33. <ul><li>Before Judging </li></ul><ul><li>Check entries </li></ul><ul><ul><li>Correct categories </li></ul></ul><ul><ul><li>Correct number of pieces in campaigns </li></ul></ul><ul><ul><li>Proof of usage if required </li></ul></ul><ul><ul><li>Signed manifest with entries </li></ul></ul>Things to Remember
  34. 34. <ul><li>Before and During Judging </li></ul><ul><li>Make category changes in database, not just entry. </li></ul><ul><ul><li>Otherwise, the error is duplicated at other levels of competition. </li></ul></ul><ul><li>Print out new entry form and labels and put on entry. </li></ul>Things to Remember
  35. 35. <ul><li>During Judging </li></ul><ul><li>PDAs </li></ul><ul><ul><li>Check to make sure scores are saved correctly. </li></ul></ul><ul><ul><li>Complaints about PDAs not working. </li></ul></ul><ul><ul><li>Judges who cannot use properly slow judging down. </li></ul></ul>Things to Remember
  36. 36. <ul><li>During Judging </li></ul><ul><li>Bilingual Entries </li></ul><ul><ul><li>Provide translation or have someone that knows language available at judging (teacher). </li></ul></ul><ul><li>Scoring </li></ul><ul><ul><li>Enter scores, then go to Results and “Save” scores in that category. </li></ul></ul><ul><ul><li>This is the only way reports will be correct. </li></ul></ul>Things to Remember
  37. 37. The Future of Advertising Do NOT view this an a burden, it is an opportunity. Optional, but logical. Minimal costs. Use same judges. Use local creative directors, different judging date. More opportunities for sponsorships. Increased revenue. Entries. Students, faculty and parents attending Watch free drink tickets. Offer reduced price to gala for students and faculty. Parents of winners will pay full price.
  38. 38. Work with local Ad2 and student volunteers. Ad2 works for you. Give Ad2 a way to make money. Enlist help from last year’s student winners. Work with local professors Add projects to their class. Add cost of one entry to tuition for class. Have professors gather entries and money Separate drop off You are growing ADDYs of the future. Future professional entrants. Future ad club members.
  39. 39. Students must be enrolled full or part-time in an accredited US education institution. Work must be created while entrant is a student not employed in the advertising industry. Student intern work is eligible. Comps, original photographs, illustrations, etc. all become the property of AAF and will not be returned. Do not send irreplaceable artwork. Work created for NSAC is eligible in the year following their presentation.
  40. 40. Minimum nationwide suggested fee of $20 per entry – Shared Revenue. $3 AAF $1 National Ad 2 $2 District $14 Local Club National Ad 2 provides a cash prize of $1,000 for Best of Show entrant. No fee to forward Golds at any level (entrant or local club). Local forwarding fees for Silvers determined by the local club or district. Silvers forwarded with national judging fee of $20.
  41. 41. Contacts Caitlin Tucker [email_address] AAF 800-999-2231 OmniSolutions – Technical/Software 301-869-3453 [email_address] Always copy laveda .miles@ thebounceagency .com 864-351-2741 [email_address] 336-282-8282
  42. 42. Questions? Suggestions?
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