Реклама – творческая индустрия, которая при этом работает в системе четких маркетинговых задач. Поговорим о гениальности и рациональности.
1. Креативность. Существует ли она на самом деле или это миф, созданный креативными рекламистами.
2. Гений и талант. Что для этого нужно и как этого добиться. Нужны ли гении креатива в рекламе.
3. Гении креатива. Почему и как они стали лучшими. Секреты и мифы.
НАТАЛЬЯ АМЕТОВА
Руководитель группы по работе с клиентами агентства Instinct
Сегодня строить коммуникацию, базируясь только на функциональных преимуществах бренда, уже невозможно. Потому что скопировать большинство продуктовых характеристик – очень просто. В таком контексте людям нужно предложить нечто большее, чем просто уникальные технические характеристики, потому что люди привязываются не к товару как таковому, а к эмоциям, историям, ощущениям, связанным с ним (то есть к бренду). Как ИКЕА, вместе с агентством Instinct, создают эмоциональные кампании и формируют лояльность людей.
Тренды в e-commerce на примере сервиса eBay Social. Объединение функциональности социальных сервисов и площадок электронной коммерции является горячей темой рынка, однако ее реализация часто затруднительна. Что же хотят онлайн-покупатели в наше время? Год назад компания eBay Россия запустила новый сервис, который возвращает пользователю 6% за каждую покупку, сделанную на eBay, в случае, если этот товар входит в персональную коллекцию человека. О том, как сервис помогает как покупателям, так и брендам и о самых актуальных трендах e-commerce расскажут авторы идеи.
Phil Rowley is a collaborator on the book Sentience, examining the coming Artificial Intelligence revolution and the implications for advertising and marketing. The talk will address the road leading up to Artificial Intelligence, the possibilities for marketers and what they can do now to prepare.
НАТАЛЬЯ АМЕТОВА
Руководитель группы по работе с клиентами агентства Instinct
Сегодня строить коммуникацию, базируясь только на функциональных преимуществах бренда, уже невозможно. Потому что скопировать большинство продуктовых характеристик – очень просто. В таком контексте людям нужно предложить нечто большее, чем просто уникальные технические характеристики, потому что люди привязываются не к товару как таковому, а к эмоциям, историям, ощущениям, связанным с ним (то есть к бренду). Как ИКЕА, вместе с агентством Instinct, создают эмоциональные кампании и формируют лояльность людей.
Тренды в e-commerce на примере сервиса eBay Social. Объединение функциональности социальных сервисов и площадок электронной коммерции является горячей темой рынка, однако ее реализация часто затруднительна. Что же хотят онлайн-покупатели в наше время? Год назад компания eBay Россия запустила новый сервис, который возвращает пользователю 6% за каждую покупку, сделанную на eBay, в случае, если этот товар входит в персональную коллекцию человека. О том, как сервис помогает как покупателям, так и брендам и о самых актуальных трендах e-commerce расскажут авторы идеи.
Phil Rowley is a collaborator on the book Sentience, examining the coming Artificial Intelligence revolution and the implications for advertising and marketing. The talk will address the road leading up to Artificial Intelligence, the possibilities for marketers and what they can do now to prepare.
Trends + Trendsetters: The Best in Automotive Content MarketingNewsCred
In a recent study by J.D. Power and Associates, new-vehicle owners were asked to cite the reasons they chose a particular make and model of a vehicle they purchased. Of the 10 reasons most frequently cited? “Like the image the vehicle portrays.” So what if your automotive brand doesn’t portray the image you want? Content marketing can help. In this guide, we’ll take a look at three automotive brands (Lincoln, Land Rover and Cadillac) that are leveraging content marketing to transform their brand perception and engage their desired audiences.
Trends + Trendsetters: The Best in Automotive Content MarketingLiz Bedor
In a recent study by J.D. Power and Associates, new-vehicle owners were asked to cite the reasons they chose a particular make and model of a vehicle they purchased. Of the 10 reasons most frequently cited? “Like the image the vehicle portrays.” So what if your automotive brand doesn’t portray the image you want? Content marketing can help. In this guide, we’ll take a look at three automotive brands (Lincoln, Land Rover and Cadillac) that are leveraging content marketing to transform their brand perception and engage their desired audiences.
The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)Joseph Gelman
Keeping up with all the various innovations in marketing is certainly important, but its crucial not to forget that some core truths never change.
I took the time to summarize one of my favorite books, The Art of Writing Advertising by Dennis Higgins and distill the vital, evergreen lessons for your modern enjoyment.
Happy writing and hope you learn something.
EMAIL: Jig813@gmail.com
TWITTER: twitter.com/JoeandTell
LINKEDIN: linkedin.com/in/josephgelman
Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture).
This is my first one, a prologue to advertising history.
06/03/2012
http://1story.tumblr.com/
A short course in developing your advertising instincts.
For anyone that has anything to do do with marketing and has a TV and a couch.
---
Very few people are born marketers. For most it's acquired taste.
If you have innate instincts you know a great ad when you see one.
If you don't trust your gut you're not alone. After reading this little book you'll how to tell a kick-ass ad from one that you kick-yourself for approving.
Its simple guidelines that will have your colleagues saying, "Amazing! I wish I had his/her insights."
And the creatives saying, "God bless you."
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
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Trends + Trendsetters: The Best in Automotive Content MarketingNewsCred
In a recent study by J.D. Power and Associates, new-vehicle owners were asked to cite the reasons they chose a particular make and model of a vehicle they purchased. Of the 10 reasons most frequently cited? “Like the image the vehicle portrays.” So what if your automotive brand doesn’t portray the image you want? Content marketing can help. In this guide, we’ll take a look at three automotive brands (Lincoln, Land Rover and Cadillac) that are leveraging content marketing to transform their brand perception and engage their desired audiences.
Trends + Trendsetters: The Best in Automotive Content MarketingLiz Bedor
In a recent study by J.D. Power and Associates, new-vehicle owners were asked to cite the reasons they chose a particular make and model of a vehicle they purchased. Of the 10 reasons most frequently cited? “Like the image the vehicle portrays.” So what if your automotive brand doesn’t portray the image you want? Content marketing can help. In this guide, we’ll take a look at three automotive brands (Lincoln, Land Rover and Cadillac) that are leveraging content marketing to transform their brand perception and engage their desired audiences.
The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)Joseph Gelman
Keeping up with all the various innovations in marketing is certainly important, but its crucial not to forget that some core truths never change.
I took the time to summarize one of my favorite books, The Art of Writing Advertising by Dennis Higgins and distill the vital, evergreen lessons for your modern enjoyment.
Happy writing and hope you learn something.
EMAIL: Jig813@gmail.com
TWITTER: twitter.com/JoeandTell
LINKEDIN: linkedin.com/in/josephgelman
Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture).
This is my first one, a prologue to advertising history.
06/03/2012
http://1story.tumblr.com/
A short course in developing your advertising instincts.
For anyone that has anything to do do with marketing and has a TV and a couch.
---
Very few people are born marketers. For most it's acquired taste.
If you have innate instincts you know a great ad when you see one.
If you don't trust your gut you're not alone. After reading this little book you'll how to tell a kick-ass ad from one that you kick-yourself for approving.
Its simple guidelines that will have your colleagues saying, "Amazing! I wish I had his/her insights."
And the creatives saying, "God bless you."
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
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19. Viatcheslav Chernyackhovskiy. All rights protected. 2015.
• Faifax M. Cone (1903-1977). Lord & Thomas;FCB, N.Y.
• Advocated honest and ethical advertising. Supported straightfor-
ward campaigns that placed clients firmly in first place in their sales categories.
Applied motivation research while developing ad campaigns. Most famous
campaigns: Does she or doesn’t she?...Only her haidresser knows for sure
(Clairol hair colour); RAID kills bugs dead (SC Johnson); Up, up and away with
TWA (TWA); The quality goes in before the name goes on (ZENITH colour TV set).
Rules: Advertising must clearly state the proposition; What is clear in the ad
should be important; The ad will be beamed directly at the prospects for the
proposition; The ad should express the personality of the advertiser; The ad will
demand action; Good ad will command attention but never be offensive; will be
reasonable but never dull; will be original but never self-conscious; will be
imaginative but never misleading.
• Motto: ADVERTISING MUST ACHIEVE SALES.
20. Viatcheslav Chernyackhovskiy. All rights protected. 2015.
• David Ogilvy (1911-1999). Mather & Crowder, London;
G.Gallup’s Audience Research Institute, New Jersey; Ogilvy,
Benson, and Mather, NY. “The most sought-after wizard in
today’s advertising industry” (“Time”, 1962). ONE OF THE
MOST FAMOUS NAMES AND THINKERS IN ADVERTISING.
Motto: A CUSTOMER IS NOT A MORRON, SHE’S YOUR WIFE.
• PRINCIPLES: CREATIVE BRILLIANCE (BIG IDEA); RESEARCH; ACTUAL RESULTS FOR CLIENTS
(IN THE MODERN WORLD OF BUSINESS, IT IS USELESS TO BE A CREATIVE, ORIGINAL
THINKER UNLESS YOU CAN ALSO SELL WHAT YOU CREATE); PROFESSIONAL DISCIPLINE (I
PREFER THE DISCIPLINE OF KNOWLEDGE TO THE ANARCHY OF IGNORANCE).
• ICONIC CAMPAIGNS: The man in a Hathaway shirt; The man from Schweppes is here; Pablo
Casals is coming home – to Puerto Rico; At 60 miles an hour the loudest noise in this new
Rolls-Royce comes from the electric clock; Only Dove is one-quarter moisturizing cream.