MEJO 137 Study Guide - Fall 2018, Comprehensive Midterm Notes - Squeeze Band, Embrace English Band, Xirong
MEJO 137
MIDTERM EXAM
STUDY GUIDE
Fall 2018
MEJO 137
August 29, 2018
Class Notes
• Branding
o The elevator pitch
o Really good branding is that they don’t really need to talk about their products
▪ Nike
o Every image, oral or audio image, associated with brand is stored in brain
▪ If it’s good recall, then it’s good branding
▪ Takes a long time to achieve this
o Branding doesn’t happen with one commercial, one interaction, etc
o Hijacking: only done 6 times in advertising history
▪ Advertised all these famous people (have to be recognizable)
▪ Say that these people are super famous and if they were alive today, they
would be using company’s product
▪ Dead ones can’t fight for themselves, and people being portrayed can’t say
that hate being in ad that is glorifying them
▪ Taking brand and raising it to the level of these super famous people
• What is brand equity?
o What works in advertising/branding
o Truth: good and bad
o Simplicity:
▪ Complication isn’t memorable
▪ Simplicity is recognizable
o Heinz: Slow
o BMW: the ultimate driving machine
▪ Doesn’t just mean cars, anything drivable
o Volvo: Safe
o Jeep: Adventure
o Don’t have to be the leader to say you’re the leader
▪ Don’t have to be #1 to claim #1
• Authenticity matters
o Messaging, be authentic to brand
o Embrace bad and good
• Honesty matters
o Sticking to messaging and be honest about it
o Value system; exactly what company is
• Underpromise and overdeliver
o Never be late, push back time
o Don’t make promises you can’t keep
• Less than 15% of humans trust advertising
find more resources at oneclass.com
find more resources at oneclass.com
MEJO 137
August, 27, 2018
• Agencies: do creative work and developmental stuff
o Sometimes they create the actually products for the company
o Client basis
• In-house: working for organizations directly
o If you can’t afford an agency
o Everything is done w people who already work there
• Storytelling:
o Creates a story behind the product
o Helps name it
• From advertising from then to now
o 50’s- this is it, now buy it
o 60s- this is it, now it includes sugar
o 70’s- this is it, now it includes sugar, candy and prizes
o 80s- this it is, now includes chance to win a car
o 90s- this is it, come see it and change to win free car and trip to disney
o 2000s- this is it, photo of futuristic thing
• Evolution of Advertising and Ads
o Radio: 1920s- illegal until it was legal
o Print: 19xx;s – always and forever
o TV ads: 1950’s – the golden age?
o Junk mail: 1960’s- US Post Office invented it
o Digital (display and email): oh, you want everything for free?
o Social and apps: gotcha! And, we know who you are!
• Personalization and Storytelling
o How do we tell a story to catch attn.?
o Retargeting: go to website, look at product, couple days later, you see an ad on
facebook for product
o Follows you times 6 – open snap, it follows the next 6 things you do
▪ Open snap, then go to fb, or insta, look online, texts, etc
o Storytelling: turning something into something funny, memorable, emotional, etc
• Ad Agency Structure:
o CEO first, then Account Services
• Ads need to know what is happening in all spectrums – political, social, etc
• Art director:
o See vision for ads
• Copywriting:
o Pull vision in with words
o Even just headlines
o Not long written messages
o Companies want really good writers, lot of content really fast
▪ Content marketing
▪ Also empathy
find more resources at oneclass.com
find more resources at oneclass.com
