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Contents contributed and discussions participated by Tracy Tuten

Tracy Tuten

Kellogg Super Bowl Advertising Review - Kellogg School of Management - 0 views

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    Advertisements can be, and often are, evaluated on a variety of different metrics, such as creativity and liking. The Kellogg School of Management at Northwestern University has developed a framework that emphasizes the assessment of advertising from a strategic perspective. Our overall goal is to use our strategic assessment to better understand the strengths and weaknesses of an ad with respect to increasing sales and building the brand. Our assessments of advertisements reflect six dimensions arising from academic research: attention, distinction, positioning, linkage, amplification, and net equity (ADPLAN). Each dimension can be taken into consideration when evaluating an advertising campaign. The ADPLAN criteria will be used by Kellogg students to evaluate ads from a strategic perspective during the Kellogg School's annual Super Bowl Advertising Review
Tracy Tuten

Why Marketers Should Invest in Crowdsourced Research - 0 views

  • What are the advantages of crowdsourced research? Cost-effectiveness –- Comparatively speaking, crowdsourced research can be done at a fraction of the cost of traditional research. Quick Turn Around –- The time it takes to gather, execute, and analyze is shorter thanks to a purely digital foundation. Flexibility –- As trends emerge in findings, researchers can easily adjust their strategy to catch any shifts or “surprises.” Collaboration –- Crowdsourced research allows brands to collaborate easily with customers to ideate or improve upon products, to test concepts, ads, and experiences, and to continue the conversation over a longer term. Velocity –- Crowdsourced research can travel at the speed of digital, allowing for real-time consumer behavior analysis and insight for new technologies, memes, trends, and conversations. Marketing and Marketing Research –- Even though it’s frowned upon and often times refuted in traditional research, the nature of crowdsourced research implies there will be some form of marketing intertwined as consumers share their stories, insights, and ideas for brands they support.
  • Crowdtap, which is still in beta, is a tool that fills the gap between traditional research and digital, and helps with insight gathering, customer empowerment and influence. At my company, we use Crowdtap to augment our research activities, especially when time is of the essence (i.e. new business pitches, client presentations, low-budget projects). Brands and agencies can leverage Crowdtap to target questions (polls, discussion topics, and open-ended queries) to a certain demographic profile subscribed to the tool.
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    When it comes to marketing strategy, research is critical. Marketing research, an unsung hero of the marketing cosmos, tends to be excused, neglected, forgotten, or ignored as concepts move into execution and execution turns into conversation, engagement, or criticism. Why? Sometimes the cost alone to execute a valid study can blow the budget. In addition, as timelines are getting reduced in order for brands to get consumer attention, taking the time to recruit participants, execute the study, and analyze the results extends beyond, or well into, the go-to-market plan. Or, the findings are stale from the time lapse between executing the study and reporting the findings. Crowdsourced research can help span that gap by providing timely, detailed results to help marketing strategies at large. Read on for some of the associated advantages and tools to get you started.
Tracy Tuten

BBC News - Six ads that changed the way you think - 2 views

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    Advertisers have always sought to influence and persuade - no more so than at this time of year. But since the advent of mass communications, there has been only a handful of ads that monumentally changed the way people think about a product.
Tracy Tuten

Zooppa.com - FRiDAY'S Call for Concepts - 1 views

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    Students, this is an online call for marketing concepts. It'd be great experience for you to participate!
Tracy Tuten

ACCOUNT PLANNING METHODS: Creative Brief Workshop (stolen from DARE) - 3 views

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    A presentation on developing a good creative brief
Tracy Tuten

People-powered brand energy | zooppa.com - 0 views

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    A site to bring together citizen creatives and brands.
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    Students- review and possibly join!
Tracy Tuten

Corona Light lures 'likes' on Facebook - 2 views

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    Will you 'like' Corona Light?
Tracy Tuten

Smashing Your Brand - Branding Strategy by Martin Lindstrom - 0 views

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    What's left once a brand has been smashed?
Tracy Tuten

Campaign Spotlight - 'Ghost' Brands Come Alive With New Ads - NYTimes.com - 1 views

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    Some of my favorite brands are here - especially Tab!
Tracy Tuten

Making Promises You Can't Keep - 1 views

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    In this post from Robyn Freye, agencies are called out - and clients beware. Whether promises on who will be on the account team to th digital prowess of the agency, clients need to ask the right questions to get the information they need.  My favorite false promise is "we can do this quick, cheap, and well." It should be "we can do this quick, cheap, or well - choose two." Those three just can't survive together. 
Tracy Tuten

The Rise of Apps Culture | Pew Research Center's Internet & American Life Project - 2 views

  • Some 35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps.
  • Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.
  • “An apps culture is clearly emerging among some cell phone users, particularly men and young adults,” said Kristen Purcell, Associate Director for Research at the Pew Internet Project
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  • Overview  Some 35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps.  Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.  “An apps culture is clearly emerging among some cell phone users, particularly men and young adults,” said Kristen Purcell, Associate Director for Research at the Pew Internet Project . “Still, it is clear that this is the early stage of adoption when many cell owners do not know what their phone can do. The apps market seems somewhat ahead of a majority of adult cell phone users.” “This is a pretty remarkable tech-adoption story, if you consider that there was no apps culture until two years ago,” said Roger Entner, co-author of the report and Senior Vice President and Head of Research and Insights for Telecom Practice at Nielsen. “Every metric we capture shows a widening embrace of all kinds of apps by a widening population. It’s too early to say what this will eventually amount to, but not too early to say that this is an important new part of the technology
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    Pew's study (9/14/2010) on the use of apps on mobile phones.
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    Students, this is some recent data you can use in the information about your consumer audience for the FCB campaign project.
Tracy Tuten

Advertising Week - EVENTS CALENDAR 2010 - 22 views

  • 11:00 am - 11:45 am NASCAR: Life in the Fast LaneNASCAR team owner & Hall Of Fame NFL coach, Joe Gibbs, joins owner & driver, Michael Waltrip, & Driver, Carl Edwards in examining how NASCAR drives brands & loyalty.
  • 11:00 am - 11:45 am Fast Company Global CEO SummitCreative, digital & media leaders from around the world. Moderator: Robert Safian, Editor, Fast CompanyWayne Arnold, Founder & Global CEO, ProferoChuck Brymer, President & CEO, DDB WorldwideBob Lord, Global CEO, RazorfishPeter McGuinness, Chairman & CEO, GothamNigel Morris, CEO, Aegis Media
  • 11:30 am - 2:00 pm Advertising Week Kick-Off Luncheon:The Advertising Club's 2010 Stars of Madison Avenue Honors BroadwayAnnual Kick-off luncheon shines a spotlight on Broadway as we honor American Express, Macy's, Panasonic, Playbill, and Time Warner as great brands that support theater. Presented by The ADVERTISING ClubIn Partnership with Microsoft Advertising, Rainbow Communications, USA TODAY and Yahoo!
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  • 11:45 am - 3:00 pm NASDAQ OMX Social Media Leadership ForumJoin us as we hear from experts at industry leading organizations who have redefined marketing success using social media and social innovators as they discuss the next wave of social trends
  • 12:00 pm - 12:45 pm Advertising Week Bloomberg RoundtableLeading luminaries in a free spirited discussion on the most pressing issues facing the industry. Moderator: Burt Helm, Editor, Bloomberg BusinessweekBob Greenberg, Chairman & CEO, R/GABrian France, Chariman & CEO, NASCARMarialuisa Francoli, CEO, Havas/MPGJon Kamen, Chairman & CEO, @radical.mediaJosh Sapan, President & CEO, Rainbow MediaRussell Simmons, Chairman & CEO, Rush Communications
  • 3:00 pm - 3:45 pm Designing An Agency for the Digital AgeIf you were to build an agency from scratch, how would you do it? What would you make that would keep in step with consumer's changing media habits? Who would you select from the talent pool?Presented by R/GA
  • 4:00 pm - 4:45 pm Advertising Week Leadership ConversationThe intersection of media, content and brands are woven together by the inimitable Stuart Elliott. Moderator: Stuart Elliott, Advertising Columnist, NY TimesGreg Coleman, President, Sales, The Huffington PostJacki Kelley, President, North America, Universal McCannArlene Manos, President, Sales, Rainbow MediaPatrick McKenna, Manager, Marketing Communications, BMWPio Schunker, SVP, Integrated Marketing, Coca-Cola
  • 5:00 pm - 5:45 pm Mediatavern Discussion: Foursquare UnlockedMediatavern's Josh Newman talks with foursquare co-founder Dennis Crowley and Director of Business Development, Tristan Walker on how brands can leverage innovation.
  • 5:00 pm - 5:45 pm The New Consumer Engagement ModelTo effectively engage millennial consumers, brands must learn to move at the speed of influence. Learn new insights, trends and strategies from the industry�s foremost aficionados in brand building, social media and digital strategy development. Moderator: Coltrane Curtis, CEO, Team EpiphanyMarc Ecko, Founder, Complex Magazine and Marc Ecko ClothingStephanie Agresta, EVP, Global Director of Digital Strategy and Social Media, Porter NovelliBonin Bough, Director of Digital and Social Media, PepsiCoGarth Holsinger, Global Sales & Business Director Director, Klout.com
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    Events to listen to via podcast
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    Students, On October 7th, we won't have class. In its place, listen to one of these highlighted podcasts. Post to the wiki what you listened to and when, as well as the primary points of insight you gleaned. Due by 10/18.
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    Change of due date - 10/14. Thanks!
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    Last comment, I promise. I've only linked to Monday's agenda. There are 5 days of AdWeek. You can choose podcasts from throughout the entire week of events.
Tracy Tuten

Let There Be Advertising Week - 'WADV interview' - 3 views

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    Are you ready for Advertising Week? The festivities begin in just a few days. Can't be there? No worries. Our friends at Ad Week will be podcasting the interviews and sessions right here.
Tracy Tuten

WHEN JANEY COMES MARCHING HOME - 4 views

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    Janey's website
Tracy Tuten

UNC Press - When Janey Comes Marching Home: Portraits of Women Combat Veterans - 18 views

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    Q&A with Laura Browder on When Janey Comes Marching Home
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    Students, your assignment this week is to read about 'Janey' before our speaker on Monday, attend the talk at 3:30 on Monday in Wright auditorium, and then discuss the materials and her talk here on Diigo (by Friday at 5).
Tracy Tuten

Have you blown a pitch? - 1 views

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    What can go wrong when an agency makes a pitch? Lots!  In this article from Sean Cummings, we see five things to prepare for BEFORE pitching. 
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    Students, as we discuss chapters 2 and 3 and the role of pitching and agency work, read this article on pitching errors.
Tracy Tuten

This year's top 4 integrated campaigns - iMediaConnection.com - 1 views

    • Tracy Tuten
       
      Students, read this article on 4 well integrated campaigns. Article includes information on the agency who created the campaign and examples of creative elements. 
  • Universal Pictures' "Despicable Me" campaign Agency: Varied/mobile app created by Crispin Porter + Bogusky About the campaign: Promotion surrounding Universal Pictures' animated film "Despicable Me" combines classic marketing channels (TV, print, radio, outdoor, etc.) with an innovative approach toward online, mobile, and branded partnerships. The film's interactive trailer and mobile application meshes nicely with the campaign's other messaging to create an innovative and unified experience. Why it's great: Big movie campaigns are famous for marketing across as many channels as possible, but there is a thin line between informing and intoxicating your audience. Like many films, "Despicable Me" made the most of classic media channels, but its online efforts and branded partnerships are what separate this campaign from the rest of the pack.
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    In this article from Greg Bardsley of iMedia Connection, we see what really makes an integrated campaign excellent. 4 campaigns are analyzed and some creative content is illustrated.
Tracy Tuten

Your Avatar On the Web - 1 views

    • Tracy Tuten
       
      Students, read this on managing your visual identity in social space. Great advice!
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    Great overview of one's avatar as an indicator of social identity from Chris Brogan
Tracy Tuten

A New High (or Low?) in the Innovation-Disruption Model - 1 views

  • A mirror hanging in the entryway of the ISP Sports office is more than just a mirror. It’s an animated billboard. The Geico gecko strolls across the top of the reflective panel touting their insurance brand. Then an ad for Pledge cleaning supplies pops up.
  • Were someone to step forward in order to lather and rinse or check their makeup, those ads would disappear offering the person a clear view of themselves and the room — just like a normal mirror.
  • It’s a bit of new technology that East Carolina University Pirate football fans will soon be accustomed to seeing. ISP, which handles the corporate sponsorships and broadcast rights for ECU athletics, partnered with a company called Mirrus this year to try out the new advertising medium, Vice President and General Manager Meghan Heinchon said.
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  • The corporate messages run on 15-second loops of video or a still image, displaying four advertisers per minute. Those can be changed by inserting a different memory card — like the type used in digital cameras and other media — into the mirror, Heinchon said.
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    Historically, advertising has worked by interrupting consumer activity and then introducing a message to continue to disrupt. The approach captures consumer attention (when it works) and aids in recall later. With social media, marketing has been more inbound than outbound with a move away from the interruption-disruption model, but a new form of out-of-home signage wants to use technology to improve on the old way of doing things. The innovation? Video mirrors from the Mirrus company. The mirrors have been installed in Dowdy-Ficklen Stadium on East Carolina University's campus - one of three universities to test the technology.   The promise is that the mirror is a mirror if someone approaches the mirror - but the potential is clearly there to interrupt activity to show an ad.  Is this a high or a low in advertising advances? Leave a comment to share your opinion. 
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    Students, tell me what you think... this is on Diigo and also on the blog.
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    Thanks, Paul! Great addition to our discussion.
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    Who saw the mirrors yesterday? I actually felt they were not quite intrusive enough! I nearly didn't notice. Thoughts?
Tracy Tuten

An Ad Man Who Hates "Mad Men" | George Lois | Big Think - 2 views

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    What George thinks of Mad Men
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