Advertising is any message, content, experience, event, application or platform that aims to get attention for a brand or product in order to overcome indifference and make people care. It uses creative ideas designed to spread across digital platforms through sharing as a way to start cultural conversations. Effective advertising leverages paid, earned and owned media like social media, influencers and clever commercials to promote brands and raise their profile.

1. What the heck is
advertising?
Edward Boches
Talk to BU PRSSA
January 21, 2016

2. Big budget, celebrity filled Super Bowl ads

3. Clever commercials that pay for TV time and try to buy your attention.

4. Social media content that earns attention and delivers utility.

5. Conceptual content and story ideas designed to migrate across the web.

7. Hacking ordinary locations to turn them into media.

8. Digital experiences that invite participation.

9. Ideas that do + invite + document + share > to start cultural conversations.

10. Innovative applications of new technology.

11. Advertising is anything (message, branded content, experience,
event, app, utility, or platform) that gets attention for a brand or product,
overcomes indifference, and makes you care.

13. brand
features/benefits
creative
paid media
consumers
company
reputation
serious
earned media
influencers

14. social media
creative
content
paid, earned, owned