Creative Strategy MKTG 442

Spring 2013 T/Th 10-11:50 CH 183 CRN 61887 Instructor: Maureen OConnor Office: UCB 486Em i!: !aureeno"#$a%&'(%e'u "hone: )*+-72)-4728 Office hours: T/#/Th 3 p$m$ -5 p$m$

Cour#e 'e#,ri&tion- T.i# ,our#e &rovi'e# you /it. an overvie/ o0

t.e ,reative &ro,e## in a'verti#ing1 /it. #&e,i0i, e!&.a#i# on .o/ ,reative #trategy arti,u2ate# &ro'u,t an' ,on#u!er un'er#tan'ing to $etter rea,. a'verti#ing an' ,o!!uni,ation o$3e,tive#% 4'verti#ing# /or5 i# to #o2ve $u#ine## &ro$2e!#% 6.en it /or5#1 it# not $e,au#e o0 #o!e /i2' $o2t o0 2ig.tning 0ro! t.e #5y7 it# $e,au#e t.e a'verti#ing /a# roote' in #oun' #trategy 'eve2o&e' $y &eo&2e /it. a &a##ion 0or un'er#tan'ing t.e /or2' aroun' t.e!% T.ey ta5e #to,5 o0 t.e i##ue#1 tren'# an' re2ation#.i&# t.at !atter to ,on#u!er#% T.ey #i8e u& t.e &ro'u,t an' $ran' /it. a ,riti,a21 .one#t eye% T.ey ta5e t.e ti!e to un'er#tan' t.e $u#ine## an' it# &2ayer#% 4n'1 2i5e 6ayne Gret85y1 t.ey a2/ay# 9#5ate to /.ere t.e &u,5 /i22 $e%: 6.i2e t.i# ,our#e /i22 not turn you into an a/ar'-/inning ,o&y/riter or art 'ire,tor1 it /i22 e(&o#e you to t.e $a#i, &rin,i&2e# $e.in' goo' ,reative #trategy% ;ou /i22 .ave t.e ,.an,e to e(er,i#e your ,reative t.in5ing an' #5i22# t.roug. ana2y#i# an' &ra,ti,e% Cour#e !ateria2 /i22 e!&.a#i8e ,on#u!er un'er#tan'ing1 ,reative ,on,e&ting1 te,.ni<ue# 0or /riting an' 'e#igning a'# an' ,reative e(e,ution# t.at ta5e a'vantage o0 ,.ange# in t.e !e'ia 2an'#,a&e%

=earning o$3e,tive#>eve2o& t.e a$i2ity to- Un'er#tan' 0un'a!enta2 ,reative #trategy &rin,i&2e# an' &ro,e##e#

Generate !eaning0u2 an' a,tiona$2e ,on#u!er an' $ran' in#ig.t# T.in5 #trategi,a22y1 ,reative2y an' a$#tra,t2y /.i2e i'enti0ying an' #o2ving ,o!!uni,ation# an' !ar5eting &ro$2e!# Re,ogni8e great /or5 an' $e a$2e to #&ea5 to it# !erit# ?va2uate an' ,riti<ue ,reative ,on,e&t# again#t ,reative #trategy ?00e,tive2y &re#ent an' 'e0en' #trategi,a22y 'riven i'ea#%

Re<uire' Rea'ing@itting t.e S/eet S&ot1 =i#a ortini Ca!&$e22 Trut.1 =ie# A 4'verti#ing1 Bon Stee2e T.e 4'verti#ing Con,e&t Boo51 Cete Barry

Re,o!!en'e' Rea'ing4 Ne/ Bran' 6or2' $y S,ott Be'$ury T.e Ti&&ing Coint $y Ma2,o! G2a'/e22 422 Mar5eter# are =iar# $y Set. Go'in =ove!ar5# $y Kevin Ro$ert#

Re,o!!en'e' /e$#ite#
Set.go'in%ty&e&a'%,o! 4'0oru!%,o! ?00ie%org 4'age%,o! 4'/ee5%,o! 6ar,%,o! 4',riti,%,o!

Ot.er re,o!!en'e' #tu00Rea' !aga8ine# an' ne/#!e'ia Go to t.e !ovie# @ang out an' /at,. &eo&2e 4$#or$ a 2ot o0 a'verti#ing

Cour#e #tru,tureT.e ,2a## i# roug.2y organi8e' into t.ree &art#- ,on,e&tua21 ana2yti,a2 an' &ra,ti,a2% T.e ,on,e&tua2 &ortion o0 t.e ,2a## i# 'e2ivere' in 2e,ture an' ,2a## 'i#,u##ion7 ana2yti,a2 &ortion i# 'e2ivere' t.roug. ,2a## Dan' $2ogE &arti,i&ation in a' ana2y#i# an' ,riti<ue7 an' &ra,ti,a2 'e2ivere'

t.roug. in'ivi'ua2 9#tu'io: a##ign!ent# an' a grou& &ro3e,t in /.i,. #tu'ent tea!# /i22 'eve2o& ,reative #trategy an' e(e,ution 0or a 2o,a2 organi8ationF,o!&any% So!eti!e# /e /i22 .ave gue#t# an' #o!eti!e# /e /i22 /at,. &o',a#t# an' Te'Ta25#% 6e 2oo5 at a 2ot o0 a'# an' ,a!&aign#% T.ere are 0ive a##ign!ent#1 one tea! &ro3e,t an' t/o <ui88e#% T.e 0ina2 0or t.e ,2a## i# t.e &re#entation o0 ,reative #trategy an' e(e,ution to t.e ,2ient%

4##ign!ent# an' gra'ing4tten'an,e an' &arti,i&ation are ,riti,a2 to your #u,,e## in t.i# ,2a##% So i# ti!e2y ,o!&2etion o0 a##ign!ent#1 goo' &er0or!an,e on your <ui88e#1 t.oug.t0u2 $2og &o#ting# an' a ,ra,5er3a,5 ,reative #trategyFe(e,ution 0or t.e ,2ient% %ui&&es '20( of )our gr *e+ T/o #.ort <ui88e# ,overing !ateria2 in 2e,ture an' rea'ing# D1* &t# ea,.E In*i,i*u ! -ssignments '30( of )our gr *e+ Ad executions: + ,reative ,on,e&t# e(e,ute' an' &re#ente' u#ing &re#entation #o0t/are ?(e,ution G 1- Crint ,on,e&t D)&t#E ?(e,ution G2- 42ternative !e'ia ,on,e&t D) &t#E ?(e,ution G+- Broa',a#t ,on,e&t D) &t#E Blog posting: /ee52y &o#ting o0 a' or ,a!&aign1 a# /e22 a# ,o!!ent# on ot.er# &o#ting#1 on t.e ,2a## $2og% ;ou are re<uire' to &o#t a !ini!u! o0 2 t.oroug.1 t.oug.t0u2 &o#ting# #.aring an e(a!&2e o0 a ,reative #trategyFe(e,ution D/it. 2in5#E1 /it. #&e,ia2 e!&.a#i# on ana2y#i# u#ing ,our#e ,on,e&t#% D1* &t#E Hn a''ition1 you are e(&e,te' to &o#t at least one weekly response to a ,a!&aign or a' &o#ting $y anot.er #tu'ent or in#tru,tor% D)&t#E Hn ot.er /or'#1 $e one /it. t.e ,2a## $2og% C2ea#e note- 422 $2og &o#t# !u#t $e ,o!&2ete' $y Bune 6% Te m "ro.ect '/0( of )our gr *e+ >uring t.e ter! you /i22 /or5 on a tea! t.at 0un,tion# a# a !iniagen,y% ;our /or5 i# to 9/in: t.e $u#ine## o0 a ,2ient intro'u,e' to you t.e 0ir#t /ee5 o0 ,2a##1 $a#e' on t.e #trengt. o0 your ,on#u!er an' $ran' in#ig.t#1 #trategi, re,o!!en'ation#1 ,reative e(e,ution an'

overa22 &re#entation% 42t.oug. t.e 0ina2 9&it,.: /i22 $e on t.e 'ay o0 t.e 0ina21 ea,. tea! /i22 $e re#&on#i$2e 0or t.e 0o22o/ing 'e2ivera$2e# 'uring t.e ,our#eCart 1- Cri!ary an' #e,on'ary re#ear,. re&ort D1*&t#E Cart 2- Creative $rie0F#trategy D1*&t#E Cart +- Creative Con,e&t D1*&t#E Cart 4- Cre#entation D1*&t#E In-c! ss cti,ities n* p rticip tion '10( of )our gr *e+ T.ree or !ore a$#en,e# Dnot ,ounting <ui8 'ay#E/i22 re#u2t in * &arti,i&ation &oint#% Other thoughts: T.i# i# a ,o!!uni,ation ,2a##1 #o t.e e(&e,tation# aroun' /ritten an' ora2 ,o!!uni,ation# are .ig.% Croo0rea' everyt.ing% U#e &ro&er gra!!ar% Be arti,u2ate% T.in5 o0 !e 2i5e your $o##F,2ient% H!agine !y rea,tion i0 you a#5e' !e to #u&&ort an i'eaF,on,e&t 0u22 o0 ty&o# an' gra!!ati,a2 !i#ta5e#% H /ou2' re3e,t it% 4n' H /i22 .ere1 too% Kee& in !in'1 too1 t.at everyt.ing you &o#t on t.e ,2a## $2og i# o&en to t.e /or2' to #ee D#o!et.ing you !ig.t /ant to ,on#i'er on your ne(t a,eBoo5 &o#ting1 tooE% Cre#ent your $e#t #e20%

Course sche*u!e
#ee0 1 1 ) T-//2 Th-/// Topic Course intro$ 1 t to inspir tion #h t is cre ti,e str teg)3 #h) *o 4e stu*) it in 5usiness3 Cre ti,e str teg) o5.ecti,es Cre ti,it) in -*,ertising #ho is in,o!,e* in cre ti,e str teg) The 5rief: n intro*uction ?n*erst n*ing consumers: the se rch for insights ?n*erst n*ing consumers: secon* r) sources ?n*erst n*ing consumers: @u ntit ti,e metho*s ?n*erst n*ing consumers: @u !it ti,e metho*s T8Stee!e ch$ 5 Stee!e ch$ 3 2e *ing Stee!e ch$ 167 8 rr) - Intro C se *iscussion 8 rr) : ch$ ; One Sho4< Effies< C nnes Stee!e ch$ 2 >C ch$ 1;617 8 rr) : ch$ 162 In c! ss e=ercise -ssignment 1ue

T- //9 Th : //11

T : //1;

Th-//18

T-//23

Th-//25

T-//30

In c! ss e=ercise : rese rch Outsi*e e=ercise o5ser, tion %ui& A1

Th-5/2

>C ch$ 7-13

T-5/7

?n*erst n*ing the 5r n*: pro*uct 6 cu!ture ?n*erst n*ing the communic tion ch !!enge

>C ch$ 1-5 "ro.ect " rt A1 rese rch report *ue In-c! ss e=ercise-B && >C str teg) Stee!e ch$ / 8 rr) ch$ 36/ Stee!e ch$ ; In c! ss e=ercise : Concepting/Eeg o "ro.ect " rt A2 8rief *ue 8 rr) ch$ 869 %ui& A2

Th-5/9

>C ch$ 19

T-5/1/ Th-5/1;

The 8ig I*e : str teg) D 5rief Concepting: Cess ge str teg): emotion

T-5/21

Concepting: Cess ge str teg): cogniti,e Concepting: Cess ge str teg): 5eh ,ior

Th-5/23

8 rr) ch$ 7611612

-ssignment Concept A1 print

T-5/28

"ro*ucts ,s$ i*e s ,s non-profits 1i,ersit) ethics n*

C se *iscussion 8 rr) ch$ 10 "rincip!es 6 "r ctices for -*,ertising Ethics -->

Concept A2 : 5ro *c st Concept A3 : !tern ti,e

Th-5/30

10

T-;// Th-;/;

"resent tion str teg) Te m consu!t tions

"ro.ect " rt A3 : Concept *ue

>in !

T- ;/11 10:1512:05

>in ! pitch present tions