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Contents contributed and discussions participated by Tracy Tuten

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Tracy Tuten

Digital: Google Sees Facebook Threat in String of Deals - Advertising Age - Digital - 1 views

adage.com/...article

smm ECUAdvertising Google Facebook competition AdAge 2010

shared by Tracy Tuten on 26 Aug 10 - Cached
  • That's the question for the search engine as it struggles to gain a foothold in the fast-growing and here-to-stay social web. That web isn't marked by speed and elegance but rather by pit stops and side roads that allow people to pull over, meet new or old friends, play a game and buy souvenirs. In short, have fun.
  • While Google has had a mostly forgettable history in the space, from Orkut to Buzz, the company's 2010 acquisitions indicate it's buying the talent and technologies to make a play for social, largely through the popular social-gaming space. This month, the shopping spree added up to almost $300 million and included social-gaming company Slide and virtual currency maker Jambool, whose
  • Tracy Tuten on 26 Aug 10
     
    Insightful piece on the competition between Goog and FB
  • Tracy Tuten on 26 Aug 10
     
    Read this to practice social bookmarking.
Tracy Tuten

Ad Doc 'Art & Copy': The Real 'Mad Men' | Fast Company - 0 views

www.fastcompany.com/...iere-during-nycs-creative-week

Art & Copy mad men advertising ECUAdvertising film

shared by Tracy Tuten on 19 Aug 10 - Cached
  • From Bill Bernbach selling the Volkswagen Beetle by telling consumers to “think small,” to Dan Wieden and David Kennedy telling us to "Just Do It" for Nike, Art & Copy is being billed as the "real-life Mad Men" although only a handful of these people were alive then (and Lois has vehemently denied that it was all martinis and misogyny).
  • Tracy Tuten on 19 Aug 10
     
    Fast Company's take on Art * Copy
Tracy Tuten

WebEx Brand Style Guide - 0 views

www.scribd.com/...WebEx-Brand-Style-Guide

example WebEx style guide visual identity

shared by Tracy Tuten on 11 Aug 10 - Cached
  • Tracy Tuten on 11 Aug 10
     
    The style guide for WebEx. 
Tracy Tuten

Marketing Artifacts: Brand Positioning Statements? - MarketerBlog - 0 views

www.marketerblog.net/...marketing_artif.html

brand marketing advertising positioning statements positioning

shared by Tracy Tuten on 11 Aug 10 - Cached
  • Name these companies: 1) The computer for the rest of us 2) Networking networks  3) The world's information in one click 4) Personal video broadcasting network These are not tag-lines. The companies who expressed these words successfully positioned the value proposition and differentiation within a simple ‘one-liner’. Founders and executives delivered these one-liners to everyone who would listen and whom they needed to fold into the cause – investors, landlords, lawyers, recruits, customers, and partners.
  • Information today flows every which way.  The "shape" of the brand in the minds of customers may be more varied now. Some percent of the variation is not good, but some may very well be. Over-constraining the ‘position’ with too much specificity would not reduce variation (provide management control) anyway. Therefore craft a simple, succinct statement that does a better job of absorbing or exploiting complexity (variation) rather than avoiding it.
  • Tracy Tuten on 11 Aug 10
     
    Positioning statements
Tracy Tuten

Advertising - Commercials in 'Mad Men' Style, Created for the Series - NYTimes.com - 0 views

www.nytimes.com/...04adco.html

Mad Men advertising example NYTimes ECUAdvertising

shared by Tracy Tuten on 04 Aug 10 - Cached
  • Tracy Tuten on 04 Aug 10
     
    AMC, the cable channel that presents the show about the ad industry - and America - in the 1960s has made a deal with a giant marketer, Unilever, for a season-long sponsorship agreement.Multimedia  VideoDove AdAdd to Portfolio Unilever N.VGo to your Portfolio »The deal, for undisclosed terms, is centered on six commercials being created in the "Mad Men" vein for six Unilever products. 
Tracy Tuten

Brandacity: Know My Brands, Know ME - 1 views

brandacity.blogspot.com/...know-my-brands-know-me.html

brand timeline ECUAdvertising brandacity

shared by Tracy Tuten on 03 Aug 10 - Cached
  • Tracy Tuten on 03 Aug 10
     
    This is my brand timeline! At least the one I did when I first created this assignment. It's only been tweaked a bit since the original. 
Tracy Tuten

Mike's Brand Timeline Portrait - Mike Vogel - 0 views

mikevogel.com/?p=127

brand timeline ECUAdvertising

shared by Tracy Tuten on 03 Aug 10 - Cached
  • Tracy Tuten on 03 Aug 10
     
    Another brand timeline example
Tracy Tuten

It's A Brand New Day - Brand Timeline Portrait - 0 views

www.ugress.com/post.asp

brand timeline ECUAdvertising

shared by Tracy Tuten on 03 Aug 10 - Cached
  • Tracy Tuten on 03 Aug 10
     
    An example of a brand timeline
Tracy Tuten

YouTube - Did You Know 4.0 - 0 views

www.youtube.com/watch

digital video YouTube media ECUAdvertising ECUSocialMedia class

shared by Tracy Tuten on 03 Aug 10 - Cached
  • Tracy Tuten on 03 Aug 10
     
    Shift Happens Video: Explains the changes in the media landscape to digital. 
Tracy Tuten

Case study: Pitching a relaunch - 18 views

www.imediaconnection.com/...printpage.aspx

case pitch iMedia Rare Method campaign example Bonanza assg

shared by Tracy Tuten on 03 Aug 10 - Cached
  • Tracy Tuten on 03 Aug 10
     
    A description of a pitch made by Rare Method at the 2009 Entertainment Summit. The PPT is also included and provides a great example of a campaign pitch. 
  • ...2 more comments...
  • Tracy Tuten on 31 Aug 10
     
    Hi, some people asked how to comment. If you look above at the bookmark, you should see the Comment option. Sometimes the "add Sticky Note" option will also float around other comments and then you can use it.
  • Tracy Tuten on 01 Sep 10
     
    We'll discuss this article in class, but let's share some thoughts here as well. When you post, you may post a new question or comment or you may reply to someone else. Whichever you do, your posts should be substantive ('cool! nice info' is not substantive). I'll get us started: what roles were played by agency employees in the development of a pitch like this?
  • Tracy Tuten on 02 Sep 10
     
    Chelsea, you are right. It didn't launch. I still wanted you to see the "pitch" because usually we only see campaigns and not the plan that was presented to get the business. Good ideas!
  • Tracy Tuten on 06 Sep 10
     
    You all have made some good points on the pitch! As you've reviewed the pitch, and of course, we'll continue looking at the visual images in class on Thursday, are there things you have questions about with the pitch itself? level of description, creative approach, degree of professional execution... good discussion from those who have joined in. ty!
Tracy Tuten

Snuggie Wants YOU to Direct Its Next Commercial [VIDEO] - 0 views

mashable.com/...snuggie

Snuggie ugc contest video YouTube viral 2010 smm

shared by Tracy Tuten on 02 Aug 10 - Cached
  • The rules are pretty simple: Allstar Products Group, the maker of Snuggie, is inviting people to enter the Snuggie Choice Film Awards via SnuggieFanClub.com.
  • All you have to do is create your own tribute, parody, song etc. — no longer than three minutes — and submit it to the webpage above. The contest ends on September 1 at midnight, at which point six finalists will be chosen by Snuggie fans. The finalists will be flown to New York in October. Awards () include a $5,000 grand prize and $2,500 for second and third place, Snuggies (natch), and the chance to appear in future commercials.
  • Tracy Tuten on 02 Aug 10
     
    Snuggie is ready for its next ad campaign. Who is the agency? It's you! Create a video about Snuggie and submit it to the Snuggie UGC contest. 
Tracy Tuten

Rory Sutherland: Life lessons from an ad man | Video on TED.com - 0 views

www.ted.com/...fe_lessons_from_an_ad_man.html

TED advertising video ECUAdvertising

shared by Tracy Tuten on 22 Jul 10 - Cached
  • Tracy Tuten on 22 Jul 10
     
    Ted talk from ad man, Rory Sutherland on how advertising adds value
Tracy Tuten

Getting Started - Google Display Network - 0 views

www.google.com/...getting-started

advertising AdSense AdWords Google sme smm Google Display Network guide howto

shared by Tracy Tuten on 13 Jul 10 - Cached
  • Tracy Tuten on 13 Jul 10
     
    To demonstrate, let's follow a savvy AdWords advertiser, Sarah, as she sets up campaigns for her online sports gear store.
Tracy Tuten

6 display ads people loved - 1 views

www.imediaconnection.com/...printpage.aspx

advertising display interactive examples creative iMedia

shared by Tracy Tuten on 16 Jun 10 - Cached
  • Tracy Tuten on 16 Jun 10
     
    Review of 6 truly engaging and creative display ads
Tracy Tuten

QlipBoard - Voice anything. Share anywhere. - 0 views

www.qlipmedia.com

voice create tool howto advertising

shared by Tracy Tuten on 03 May 10 - Cached
  • Tracy Tuten on 03 May 10
     
    Media creation tool; need to investigate further
Tracy Tuten

It's time for banner ads to become creative and strategic - Here's how - 0 views

www.mediapost.com/publications

online advertising banner ads creative design MediaPost

shared by Tracy Tuten on 27 Apr 10 - Cached
  • Even when served in the most contextually relevant and targeted environments, most banners struggle to achieve click rates in excess of 0.10%. Even within the demographically information rich environs of Facebook, banner click rates are abysmal. At a recent SES Conference, Sarah Smith, online sales operations manager at Facebook said that the average campaign click-through rates on the social network were as low as 0.05%.
  • In his outlook for 2010, industry analyst Imran Khan predicts that spend on display banner advertising will increase by 10.5%.
  • Khan identifies two important developments in this regard: greater creativity in banner ad formats and a better integration of mechanisms to capture real-time consumer intent data.
  • ...2 more annotations...
  • The Apple takeover on the New York Times page is an excellent example of how a creative ad format along with an innovative media placement can come together to overcome banner blindness. By navigating the website real estate between the leaderboard and skyscraper banners, John Hodgman and the Mac guy were effectively able to communicate the Macintosh value proposition. There was no need for the user to click away from the message. There are several other examples of innovative creative formats; the Pointroll Fat Boy ads that expand to reveal deals from CVS pharmacy and the "Intel's History of Innovation" rollover banner come to mind.
  • The ASPCA used a different approach to combat this drop off. To increase the number of its Facebook fans and Twitter followers, the ASPCA used a cost-per-lead banner. In such, the user fills in personal information within the banner. Upon hitting the submit button, the user information is sent from the publisher to the advertiser on the backend. The user continues to stay on the website. By using a banner that had a built-in mechanism to capture user information, the ASPCA was able to avoid drop off, and grow its Facebook and Twitter members quickly.
  • Tracy Tuten on 27 Apr 10
     
    Banner ad effectiveness is poor because we've developed banner blindness. Now is the time to revisit the creative and strategic design of banners. In this piece from MediaPost, several examples of successful banners are described. 
Tracy Tuten

Create a Comic - Chogger - 0 views

chogger.com/create

chogger comic create advertising generator

shared by Tracy Tuten on 26 Apr 10 - Cached
  • Tracy Tuten on 26 Apr 10
     
    Tool for creating one's own comic
Tracy Tuten

MediaPost Publications Schwinn Pops Kickstand On $5 Million Campaign 04/16/2010 - 0 views

www.mediapost.com/publications

advertising campaign media creative example case Schwinn MediaPost

shared by Tracy Tuten on 19 Apr 10 - Cached
  • Once upon a time, Schwinn pretty much owned the American bicycle market and, with models like Varsity, Continental, and of course, the Paramount, defined American-made bicycling dominance. But that was back when a carbon frame was something you made with a pencil, and brands like Trek, Specialized, Cannondale and Giant had not climbed onto retail bike racks.
  • Schwinn is hoping to get its brand mojo in high gear with a new campaign aimed squarely at a vast consumer base of recreational riders:
  • The $5 million-plus marketing push -- Schwinn's largest in at least a decade -- includes TV, print, Internet banners, a new Web site (RideSchwinn.com), social media, and a major retail rethink for Schwinn's big-box and independent bike shop retailers, based on the idea that a forest of bicycles on store racks does not a brand make.
  • ...7 more annotations...
  • Creative, via Cossette New York, carries a whimsical, nostalgic message about how Schwinn bikes are a way to step out of the rat race, slow down and smell the bitumen.
  • The print and TV ads hearken back to Schwinn's heyday, when kids played in the real -- instead of virtual -- world, and bikes could double as Abrams tanks, except for the little handlebar bell, which, in fact, is the central image in the campaign.
  • Andy Coccari, CMO of Dorel's Cycling Sports Group division, tells Marketing Daily that the ad push is focused on women 25 to 54 because, "while purchase decision and ability to really connect with family aren't feelings exclusive to women, women are the chief purchasing officer of the family."
  • Ads will appear in pubs like Family Fun, Parenting, Shape and Working Mother. The TV spot, starting this week, runs for the rest of the year on national cable TV. Digital strategies include display, search and social media.
  • In the TV spot a young woman rides her Schwinn down a street. When she passes a young boy in his yard, glued to his DS game, she rings her bell. Magically, the video game is gone and he's playing on a tire swing. Then, on a city street, she passes a man yelling into his cell phone.
  • He says dealers will get point-of-sale materials and local market support, and subsidized co-op advertising.
  • Schwinn competes most directly with brands like Electra, Jamis, and Globe, per Coccari. "It's a saturated segment of the bicycle market, but Schwinn is number one, with 85% awareness in the U.S.," he says.
  • Tracy Tuten on 19 Apr 10
     
    My first bike was a Schwinn. So were my second and third bikes. I still have the third one - my first real adult bike. It's forest green with a white basket and a sumo wrestler bell. I grew up on Schwinn and remember spending hours riding through my neighborhood with a group of kids. My Schwinn went with me to college, and has stayed through all the transitions of my life.  With this new campaign, Schwinn has recaptured its inherent drama  and an opportunity to reconnect with those who still love the brand. 
Tracy Tuten

What the Hell Is a Creative Director Supposed to Be? - Small Agency Diary - Advertising... - 0 views

adage.com/...post

advertising jobs creative director

shared by Tracy Tuten on 14 Apr 10 - Cached
  • Tracy Tuten on 14 Apr 10
     
    Are you wondering what your life would be like if you finally got your dream of becoming a creative director? Read here for an insightful overview on the day to day role of the creative director from Phil Johnson.  The snapshot? Like most jobs of any importance today, the job changes by the day, hour, and minute.
Tracy Tuten

How to deliver a rockin' client pitch - 0 views

www.imediaconnection.com/...printpage.aspx

advertising pitch presentation client agency iMediaConnection

shared by Tracy Tuten on 22 Mar 10 - Cached
  • Tracy Tuten on 22 Mar 10
     
    Great tips on making the best pitch possible (the Perfect Pitch!)
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