FINAL PROJECT

Name of product: slogan

“NOT YOUR SIZE? I think not….”  “Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services.” (Page 3, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) Hire me to take you on a shopping adventure, where I will turn that horrific experience that we all know so well and change your mind all while spending a day together, as my client I will not leave your side till we have a new look guaranteed! Using all proper ethics I will follow this term, “What is unethical is almost easier to identify than what is ethical. Here is an obvious list of do's: Treat the audience with respect; respect people's religion, race, gender, age, and ethnicity, be truthful, be responsible” (Page 13, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition)

Competitive analyses

Coming up with a strategy and understanding the competitive market requires research. “Once you and your team or studio have completed Phase 1, the next focus is strategy. After much reflection on the data and material you have gathered, you develop the direction your solution(s) will take. In this phase, you examine, assess, discover, and plan; you are not conceptualizing or designing. Strategy is the conceptual underpinning of any visual communication, unifying every visual and verbal application within a program of applications. ” (Page 17, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition)
· How do they draw customers and clients?
One competitor’s name is Lynda Jean, she uses a psychology method to create and help with self-image inside and out.
I will use the knowledge and understanding that not every person has the same shape, size, funds, and I will create a friendship with trust and understanding as my core to draw in clients. 
· What amenities or facilities are offered that you don't have?
She offers Colour and style analysis, wardrobe audits, and personal shopping.
I will be a mobile work center, and I will focus on middle class clients.
· What challenges are they facing?
She tends to shop for clients that do not have the time to find styles and clothing for themselves.
I want to go with my clients, educate them on what fits properly, take away their discouragement of having to wear a size 9 in one item and able to fit a 5 in another.  All clothing is different. I want them to understand that picking out a wardrobe comes with an education in what to wear and what not to wear.
“creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies.” (Page 33, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition)
 I want my clients to also understand that clothing is fun, creative, enjoyable, sometimes thereaputic.  Within understanding ones shape, any women could be pear shaped, apple, straight, curvy, ect. It makes a difference in what will properly fit a person.
· How do they plan on improving?
I think for my business, improving depends on my clients and how I treat each one as an individual with respect and assurance. I don’t want them to feel that I am out to take just their money.  

The Big Idea

“The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational. Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection. The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.” (Page 68, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) My big idea is to be a personal shopping assistant. I will help in bringing back the idea that shopping is not a horrific experience. Shopping with the right knowledge, tools, patients, and personal guidence I will help my clients achieve the ultimate experience to improve their life simply with a clothing change.
Using a few simple steps anything is possible:

1.  Picking out colors that maybe forgotten
2. Educating a women on her shape and correct wear of the clothes
3. Shopping and turning the experience into "fun experience" not a "horrific one"
4. Exuding confidence and satisfaction for a love of ones closet
5.  Listening, being patient, and having fun with my clients on a clothing adventure

Promotions:

“A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message—form follows function. (Page 204, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) I think I’ll start out by using simple free alternatives as social media.  I’ll send out a post via “FACEBOOK” to all of my friend with a welcome letter, letting people know what I do.  I’ll post pictures on “INSTAGRAM”, start a blog with quick little tutorials on how to change just the simple ideas.  “Find a way to utilize something that you can create that others might not think of or utilize. Find inspiration from other arenas, such as art history, interior design, architecture, ephemera, primitive signage, wrapping-paper patterns, eighteenth-century prints, previous eras, industrial design, fashion design, landscape design, product design, floral arrangements, sushi arrangements, crafts, and countless others. Make it your own. (Page 207, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) I think I’ll have promotions for 20% off my services, I’ll offer a free coffee and an initial talk to see what my client is looking for in recreating a new or correcting a current outer image.

Creative Content

Creating a creative form of content its good to remember a few things: “Grab attention, Keep attention, Be relevant, Serve as a call to action (Page 2011, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) As a start up business I will use boards and small picture advertiesments through social media “Social media can be described, informally, as all the conversations people are having online. It offers brands and groups the opportunity to talk to people … as well as listen!” (Page 243, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition).  I will hand out business cards and flyers.  My media boards will display some of the work I’ve done with small testimonials from previous clients.  See a sample of my attached work below:

Creative Content

Creative Content

Creating a creative form of content its good to remember a few things: “Grab attention, Keep attention, Be relevant, Serve as a call to action (Page 2011, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) As a start up business I will use boards and small picture advertiesments through social media “Social media can be described, informally, as all the conversations people are having online. It offers brands and groups the opportunity to talk to people … as well as listen!” (Page 243, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition).  I will hand out business cards and flyers.  My media boards will display some of the work I’ve done with small testimonials from previous clients.  See a sample of my attached work below: 

Promotions:

Promotions:

“A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message—form follows function. (Page 204, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) I think I’ll start out by using simple free alternatives as social media.  I’ll send out a post via “FACEBOOK” to all of my friend with a welcome letter, letting people know what I do.  I’ll post pictures on “INSTAGRAM”, start a blog with quick little tutorials on how to change just the simple ideas.  “Find a way to utilize something that you can create that others might not think of or utilize. Find inspiration from other arenas, such as art history, interior design, architecture, ephemera, primitive signage, wrapping-paper patterns, eighteenth-century prints, previous eras, industrial design, fashion design, landscape design, product design, floral arrangements, sushi arrangements, crafts, and countless others. Make it your own. (Page 207, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) I think I’ll have promotions for 20% off my services, I’ll offer a free coffee and an initial talk to see what my client is looking for in recreating a new or correcting a current outer image.

The Big Idea

The Big Idea
“The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational. Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection. The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.” (Page 68, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) My big idea is to be a personal shopping assistant. I will help in bringing back the idea that shopping is not a horrific experience. Shopping with the right knowledge, tools, patients, and personal guidence I will help my clients achieve the ultimate experience to improve their life simply with a clothing change.
Using a few simple steps anything is possible:

1.  Picking out colors that maybe forgotten
2. Educating a women on her shape and correct wear of the clothes
3. Shopping and turning the experience into "fun experience" not a "horrific one"
4. Exuding confidence and satisfaction for a love of ones closet
5.  Listening, being patient, and having fun with my clients on a clothing adventure

Competitive analyses

Competitive analyses

Coming up with a strategy and understanding the competitive market requires research. “Once you and your team or studio have completed Phase 1, the next focus is strategy. After much reflection on the data and material you have gathered, you develop the direction your solution(s) will take. In this phase, you examine, assess, discover, and plan; you are not conceptualizing or designing. Strategy is the conceptual underpinning of any visual communication, unifying every visual and verbal application within a program of applications. ” (Page 17, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition)
· How do they draw customers and clients?
One competitor’s name is Lynda Jean, she uses a psychology method to create and help with self-image inside and out.
I will use the knowledge and understanding that not every person has the same shape, size, funds, and I will create a friendship with trust and understanding as my core to draw in clients. 
· What amenities or facilities are offered that you don't have?
She offers Colour and style analysis, wardrobe audits, and personal shopping.
I will be a mobile work center, and I will focus on middle class clients.
· What challenges are they facing?
She tends to shop for clients that do not have the time to find styles and clothing for themselves.
I want to go with my clients, educate them on what fits properly, take away their discouragement of having to wear a size 9 in one item and able to fit a 5 in another.  All clothing is different. I want them to understand that picking out a wardrobe comes with an education in what to wear and what not to wear.
“creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies.” (Page 33, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition)
 I want my clients to also understand that clothing is fun, creative, enjoyable, sometimes thereaputic.  Within understanding ones shape, any women could be pear shaped, apple, straight, curvy, ect. It makes a difference in what will properly fit a person.
· How do they plan on improving?
I think for my business, improving depends on my clients and how I treat each one as an individual with respect and assurance. I don’t want them to feel that I am out to take just their money.  

Name of product: Slogan

Name of product: slogan

“NOT YOUR SIZE? I think not….”  “Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services.” (Page 3, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition) Hire me to take you on a shopping adventure, where I will turn that horrific experience that we all know so well and change your mind all while spending a day together, as my client I will not leave your side till we have a new look guaranteed! Using all proper ethics I will follow this term, “What is unethical is almost easier to identify than what is ethical. Here is an obvious list of do's: Treat the audience with respect; respect people's religion, race, gender, age, and ethnicity, be truthful, be responsible” (Page 13, Advertising by design, generating and designing creative ideas across media, Robin Landa, Second addition)

Ted Talks:Ideas worth spreading

Ted Talks:

Ideas worth spreading

Using emotional correctness will help to develop change.  Having a political view can usually begin with emotional views.  It all and be persuaded and spread whether it is true.  99.9% of the time a “political persuasion” is not true, but when it is presented in the proper form and persuaded correctly by emotional correctness it can appear to be true.  Finding the compassion that others have about something and believe it for “us” to have an objective view.

TEDTalks: The game that can give you 10 years

TEDTalks: The game that can give you 10 years

Using a simple step theory can help increase 7 minutes our ones life.  In the following video, the speaker explains how this is possible.  Taking the position of regrets out of an equation will help boost that increase in life. 

Regrets people have are some of the following:

Wishing I hadn’t worked so hard in my life

Wish I were able to be happier

I wish I’d lived a life true to my dreams instead of what others expected of me

Stayed in touch with my friends

According to studies online gaming has helped many decrease their anxiety. 

With a positive attitude a person can change their priorities. Again you can go back to the previous blog about raising your hands and “opening yourself up” because sitting still will create more resilience to boosting energy.  Will power gives a sense of muscle memory.  Also provoking 3 positive emotions will help to squash out the 1 negative.

Outcomes and Goals

* Feel closed to my friends and family

* Who I really am now

* New sense of meaning and purpose

* My goals are easily reached

TEDTalks: Life Hack, You body language shapes who you are…

TEDTalks: Life Hack, You body language shapes who you are…

After watching this small episode, the speaker talks about how “Tiny tweaks can lead to big change.”  Using nonverbal can govern how we think and feel about ourselves.  When a person presents themselves in a closed off position they are giving off the appearance of hiding, feeling closed off, sheltered, no well and definitely uninviting.  “Fake it till you make it.”  Is a good method to follow, and when you make it still fake it, because with a slight change in opening your self up will boost a sense of confidence and possible change your shape of mind for the better and have a more positive out come.  

EOC Week 5: Super Bowl Ad

Who?  Doritos, Father, Daughter, and His friends

What? There is a Father who's daughter wants to play dress up "princess" and she wants him to play with her.

Where? Takes place at a house inside a father's daughter room

When? During the Super Bowl game for 2013

Why? She is lonely and she wants to play princesses and as a mother of a single child I can relate, because my daughter always has to play toys, dress up, or even barbies alone.

How? The little girl bribes her daddy to play with her by using a bag of Doritos.  Later his friend wonder where he is at and they find him playing pretty princess and the evidence of a bag of Doritos in his Hands.  Then it cuts to Mom/Wife coming in from grocery shopping and all the buddies are dress up like princesses holding their own bags of Doritos too.  Looks like the little girl used the chips to get her way.

EOC Week 4: Role of Women in Contemporary Advertisements

EOC Week 4: Role of Women in Contemporary Advertisements (Positive and Negative)

I feel that in the advertisement for “Dove” Pro age is a great example of using the process STORY TELLING “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” Page 56, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley        

Since it was hard to find an advertisement that depicts women in a positive way, I did notice that “Dove Pro Age” was an “ORIGINAL: Being first in a category—whether it is a product, service, company, group, individual, issue, social cause, or charity—seems to imply that the brand is a unique entity from which imitations or alternative versions follow. Whether the product or service was actually the original or not, if it is perceived to be the first or the original, people view it as superior and perhaps more informed, even magical.” Page 60, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley    

Using the brand idea to give the presence of “ Emotional Benefits” (an intangible asset based on feelings, not on a functional characteristic of a product or service. It is a response that may derive from personal significance or reward and the desire to feel good. Emotional benefits are not based on a tangible characteristic of a product or service but rather on subjective experience) Page 52, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley    

I thought it was clever that the Vodka Company called EFFEN used “play-on-words in a sense.  The statement off to the side of a scene for the advertisement taking place in an airplane with a stet says: “There’s nothing more satisfying then Effen on a plane.” Which pretty much states that having a sexual encounter on an airplane is pretty exciting when drinking alcohol.  

Both advertisements in my opinion do not really do a female any justice.  Personally as a female I have notice after watching tons of advertisements, it can be extremely hard to be a women.  There are some many ads everywhere asking the questions: Want to look youthful? Want to look thinner? Why not try this way to get in shape or that way? It’s everywhere from paper, television, radio, and the Internet.  Women are a huge market and to pick at their flaws is just a genius marketing tool in my opinion weather right or wrong.

EOC Week 3: Tobacco Ad

 

1. Determine the scenario: What happens in this frame? 

The gentleman appears to be a nerdy personality.  Giving off the impression to the “Attractive and Sexy” woman in the phone booth next to him. That he is “cool, hip, an outdoors man, and an animal lover.” 

2. What is the setting? What are the conditions?

It appears to be a hot summer day at the park.

3. Who are the people or groups?

A man and a woman

4. What is their point of view around this specific experience?

A man can enjoy a cigarette break while enjoying the view of a lovely woman

5. What are their goals?

The sense of “coolness” or “suave” that a person can possess while smoking.

6. What are their assumptions? What are their perceptions?

To attract more consumers that want to be as appealing as the slender sexy female or the man trying hard. The Assumptions are that the man is trying to hard, and the female is just beautiful and appealing without even trying

7. Are there conflicts? Is there cooperation?

I cannot really tell if there is conflict other then sex appeal.

8. What are the outcomes?
 If you smoke you could attract a beautiful woman instead of trying so hard like to be the “everything”

1. Determine the scenario: What happens in this frame?
2. What is the setting? What are the conditions?
3. Who are the people or groups?
4. What is their point of view around this specific experience?
5. What are their goals?
6. What are their assumptions? What are their perceptions?
7. Are there conflicts? Is there cooperation?
8. What are the outcomes?

In the above advertisement for a clothing company called SISLEY, I can tell that they are going for “Magnify and Shock the audience theory.  It shocks the audience by showing two girls snorting the straps of a dress which can be assumed to be line of cocaine.  “It's called "shockvertising." As the name suggests, these ads are designed to shock you and create controversy in order to get you to remember them, mostly using violence, sex or taboos. Many went too far over the line in their quest to be "edgy" and were banned or rejected outright, but ended up out on the web anyway. (http://www.businessinsider.com/shock-ads-2011-7)   

Alex Osborn of BBDO created an inspired checklist technique as a tool to transform an existent idea or thing. Arguably, this could be the only tool you ever need to foster creative thinking. In short, Osborn's Checklist comprised a list of action verbs: Adapt, Modify, Magnify, Minify, Substitute, Rearrange, Reverse Page 36, Chapter 3, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley

I agree with this following comment: “Here, Sisley is acknowledging the rampant use of cocaine by people who have enough money to afford their clothes, associating it with fashion. Much like cigarette ads of the past featuring fashionably clad models, Sisley is somehow acquainting cocaine with style and Although I commend Sisley’s ad campaign for thinking outside of the box, they should be prepared to deal with a whole load of controversy that will soon be coming their way.” (http://collegecandy.com/2007/07/16/sisleys-new-ad-campaign-blows/ ) Whether the outcome is good or bad I also commend this company for using a shock value and a great brainstorming technique: “When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience. During brainstorming, once you identify a frame, a change of frame can be very useful.” Page 35, Chapter 3, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley  in order to come up with an advertisement so shocking that it has made all kinds of waves across the Internet.  When I searched controversial advertisements this one was constantly on the hits.  The clothing brand made their point and I am sure their sales have shown an increase due to the WOW factor that was created.

 

EOC:Week 2 Health Insurance

EOC:Week 2 Health Insurance

Ethical consideration, reason: affordable care act, how do we get people to purchase insurance

Currently I have notice that for Nevada, there is an add promoting the website www.nevadahealthlink.com .  This website is a useful tool in order to direct a person to more information and plans through certified agents for health insurance.  “ If you are an individual adult who makes $46,021 or less and do not receive health insurance coverage from your employer, you are likely eligible for premium assistance or Medicaid through NevadaHealthLink.com (also known as the Silver State Health Insurance Exchange). If your family of four makes $93,700 or less and do not receive health insurance coverage from your employer, you are likely eligible for premium assistance or Medicaid through the NevadaHealthLink.com. To find out if you are eligible for premium assistance or Medicaid visit NevadaHealthLink.com.”  http://doi.nv.gov/Healthcare-Reform/ One way to solve this problem maybe to hold mandatory seminars to explain the importance of health insurance. Possibly start with college students in their freshman year.  Most young adults do not understand how political the medical world is. “

·      Project Title

·      Define the challenge

·      Determine the key audience

·      Describe our current understanding of the brand or group

·      Identify the brand essence

·      Determine the strategy

·      Ascertain the best methods of execution

·      Media

·      Parameters:

·      Deadlines

·      Budget

“Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley, Page 18 Chapter 2, Sample Creative Brief” 

Even though it is part of the law that all students are covered until the age of 26, the idea needs to be the seed planted inside their heads to think about the future.  Partnering with “Post-Secondary Education Institutions” offering discounts to college students that are getting ready to graduate or are already on their own and do not have parents to share insurance with.  Hold an “Insurance Fair” similar to “Job Fairs” with an array of companies to promote the different plans offered with-in their own umbrellas.  A great step to follow from an execution is: “Ready, set, go: Timing is everything. Plan your rollout to maximize exposure. Avoid marketplace “clutter” and down times, such as holidays, when readership and viewers are less than normal. Once you have your media plan in place, stick to it.” http://www.healthcarecommunication.com/Main/Articles/10_steps_to_a_successful_health_care_marketing_pla_9450.aspx#