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Online Advertising Master Class - Workshop on Advertising

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A 3 hour workshop on advertising effectiveness. Through the exploration of various advertisements used in the past to convey brand messages, participants are being asked to critically consider and …

A 3 hour workshop on advertising effectiveness. Through the exploration of various advertisements used in the past to convey brand messages, participants are being asked to critically consider and judge the ads on the merits of message, style, tone as well as make assumptions on original ad brief

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  • 1. Digital  Marke,ng  –  Master  Class    – Reflecting, exploring and questioning advertising!   " " "!
  • 2. Sessions  Agenda…  buckle up, lets go!!This 3 hour workshop will leverage a number of advertsthat have been used by marketers to build brand, evokeemotions, create controversy or simply ask you to buy. You will be asked to work in groups to critic theseadverts and explore there effectiveness for use in todaysmarket. Your learning goal is to be able to critically assessadvertising using a framework that questions elementssuch as audience, goals and measures etc
  • 3. Dr.  Mathew  McDougall…     " " "First, a quick introduction! •  Founder & CEO – SinoTech Group/ Digital Jungle •  Author – Chinese Social Media Universe •  Blogger – Digital Marketing Inner Circle •  Speaker – Adtech, PATA, SES… many more •  9+ years in China as a digital marketing
  • 4. Of course advertising is supposed to be original, catchy and if done well thought-provoking. But some ads cross the line from creative to controversial.          WWW.DIGITALJUNGLE.COM.CN    
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  • 11.        Group  Exercise                 Time to get engaged      !
  • 12. Task  –  Reflect  &  Cri,c  With your tablemates you will review the followingadvertisements sections (Sexy, Funny, Clever, PlainBad) Select one of your tablemates to be your spokesman Use your assigned whiteboard to record yourconsiderations about the following advertisements.
  • 13. Points of consideration …!•  What is the key message? •  Who is the target audience? (age, gender, socio/economic, location etc.) •  What does this ad want you to feel? •  What does this ad want you to do? •  Would this advertisement work today? •  How does the copy relate to the imagery? •  Anything you would add to the advertisement?
  • 14. Time Limit 40 minutes for advertising review 20 minutes for feedback
  • 15. Sex   Many ads simply use a sexy woman or suggestive images        WWW.DIGITALJUNGLE.COM.CN    
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  • 24. Funny             Then some ads try humor      WWW.DIGITALJUNGLE.COM.CN    
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  • 28.     Clever       Some take a creative and clever approach      WWW.DIGITALJUNGLE.COM.CN    
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  • 40.       Oh… no!   And the old ads we would rather forget      WWW.DIGITALJUNGLE.COM.CN    
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  • 46. Summary  &  Review…  Learn anything?! •  Purpose •  Tones of voice •  Mediums of communication •  Target Audience •  Measurement •  ROI
  • 47. Marketers can smile,shudder and recoilwhen looking at theseads but many of youwill be contributing tothe next generation ofads.. Will yours becritiqued??
  • 48. Thanks!Follow  on  TwiGer   Connect  on  Linkedin  @digitaljunglecn   www.linkedin.com/company/digital-­‐jungle  Follow  on  Weibo:     Company  Email  www.weibo.com/digitaljungle   info@digitaljungle.com.cn   Company  Website  Like  us  on  Facebook   www.digitaljungle.com.cn  www.facebook.com/digitaljunglecn   Presenta,ons  on  SlideShare   www.slideshare.net/digitaljungle     Also, don t miss out on ! Dr. Mathew McDougall s new book! The Chinese Social Media Universe !