Updated - Don Draper Is Dead

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I updated this for a class at UCLA on 7/31/2013 - made some changes, cleaned up the fonts!

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Updated - Don Draper Is Dead

  1. DON DRAPER IS DEAD UCLA/UCSC Italy 2013 @mikepweiss
  2. @mikepweiss
  3. WHAT KILLED HIM?
  4. ADVERTISING & THE PITCH
  5. “ADVERTISING IS BASED ON ONE THING: HAPPINESS” – DON DRAPER
  6. THE PITCH WAS THE FINAL STRAW
  7. ADVERTISING
  8. 3,000 MESSAGES PER DAY. THAT’S 3 TO 4 PER MINUTE.
  9. CONSUMER HAS BEEN TAKING CONTROL VIA CALLER ID, DVRS AND SIRIUS.
  10. TIME SHIFTED VIEWING
  11. TV GUIDE SURVEY: 96% OF DVR VIEWERS SKIP COMMERCIALS.
  12. INTERRUPTIVE
  13. MOVIE STUDIOS FOCUS ON OPENING WEEKEND ONLY
  14. MERGED MEDIA
  15. PAID OWNED EARNED
  16. “THE CONSUMER IS PRESIDENT OF THE NEW REPUBLIC.” MEDIA 2015: THE FUTURE OF MEDIA
  17. BIG DATA
  18. “I NOTICE INCREASING RELUCTANCE ON THE PART OF MARKETING EXECUTIVES TO USE JUDGMENT; THEY ARE COMING TO RELY TOO MUCH ON RESEARCH, AND THEY USE IT AS A DRUNKARD USES A LAMP POST FOR SUPPORT, RATHER THAN FOR ILLUMINATION.” – DAVILD OGILVY
  19. CONTENT STRATEGY IS KEY
  20. THE PITCH
  21. SOURCE: CREOTIVO
  22. NEW FRONT LINE @mikepweiss
  23. “EVERYONE IS CAPABLE OF BREAKING A SALE.” - ZIG ZIGLAR
  24. “ASSUME THAT YOUR PROFESSIONAL LIFE AND YOUR PERSONAL LIFE WILL MERGE ONLINE REGARDLESS OF YOUR CARE IN SEPARATING THEM” FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY
  25. EDUCATIONAL; INSPIRING; ENGAGING.
  26. BUYING A CAR
  27. PERMISSION BASED MARKETING
  28. “CUSTOMERS NO LONGER SEPARATE MARKETING FROM THE PRODUCT – IT IS THE PRODUCT” MCKINSLEY QUARTERLY JULY 2011
  29. “RATHER THAN ALLOW CAMPAIGNS TO BE DRIVEN BY PAID MEDIA, MARKETERS MUST NOW DEVELOP SCALE AND EXPERTISE IN OWNED AND EARNED MEDIA TO DRIVE EFFECTIVENESS, CULTIVATE CREATIVE IDEAS, ASSESS CUSTOMER NEEDS, AND CUT THROUGHT THE CLUTTER.” ALTIMETER GROUP JULY 2012
  30. DON DRAPER WAS CONFINED & IT KILLED HIM
  31. @mikepweiss

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