The document discusses key aspects of successful advertising according to an expert interview. It notes that advertising has become a two-way experience between advertisers and audiences. To be effective, ads need to entertain and engage audiences in a way that creates relevance for the brand. Print advertising allows a deeper level of interaction and control compared to other mediums by allowing the audience to physically interact with ads. Finally, the document stresses that to be prepared for an advertising agency, one needs a diverse cultural exposure, an understanding of behavior, a holistic thinking approach, and a passion for learning and the creative process.

1. Expert Interview with
Christopher Becker
The How’s and Why’s of Successful Advertising

2. What is Advertising?
• It’s an experience.
• It changes along side of the consumer and has
become a duality.
• Advertising flows back and forth between the
advertiser and the audience.

3. Attention
• Brilliant work is executed in a way that entertains.
• People will look at an AD that is entertaining and
relevant.
• The audience can laugh or cry, as long as they
are engaged by the message.
• Brand links are a great way to create relevance in
the consumers mind.

4. Is this AD Effective?
• Most success can be measured by a visceral
reaction.
• Good advertising should be simple, loud and
expansive.

5. Why Print?
• Great print ads provide deep interaction between
the brand and the consumer.
• Print has developed into a springboard, and no
longer gives you all of the facts in one place.
• Print helps develop an Icon that you can own,
which is difficult to do on film.
• Print also allows complete control for the
advertiser.

6. Print vs. Online
• Print is the most intimate approach to advertising.
• It’s the only form of advertising that allows you
touch it, tear it out and hold it front of you. No
other medium allows you to do this.
• Print can connect at a deeper level.

7. Segmenting the Audience
• People build their own personality bubbles,
segmenting reaches them within those bubbles.
• It’s important to have clarity of who you are talking
to.
• You have to know a soul before you can touch it.

8. How you know when
Ads stop working.
• If the product’s not selling anymore.
• You must constantly be refreshing your approach.
• If you wait for the market to tell you your approach
has gone stale you are too late.

9. Ad Agency Preparation
• Exposure to different cultures have more creative
approaches.
• You have to be an expert at behavior.
• Be a total thinker, and view all the different
aspects of an approach.
• Be extremely Open.
• A portfolio is required.

10. Ad Agency Preparation
• Be hungry for experience and want to learn.
• You should love the creation process.
• Know your learning patterns.
• Learn to believe in yourself.