뉴미디어 시대의 광고전략

시대의 변화에 따른 광고의 역할 과 현재의 뉴미디어 시대 광고 전략에 관해서 핵심적인 내용을 간략하게 잘 정리해 놓은 자료입니다. 더불어 이러한 내용을 기반으로 크리에이티브 전략 개발(Strategic Creative Development) 을 위한강좌를 개설하여 진행하고 있습니다. 

 

Welcome to Strategic Creative Development

View more presentations from edward boches

1. The End of Us and Them

The transition from Bernbach to Zuckerberg

2. Strategy in the age of participation

What is the brief, what does it look like, what does it inspire?

 

3. Is the big idea dead or alive?

Do we need them? Integration vs cohesion.

4. Social from within

Being social vs using social

5. (Tuesday make up)

I am away this whole week: maybe a work session and visiting creative to work with students? With or without BU faculty person to help? Other idea?

6. Transmedia story telling

Complex narratives that inspire participation

7. Strategic and creative in the mobile space

Where on the funnel?  Adding value through utility.

8. Learning from the individual

What we learn from Gary Vaynerchuk, Sheena Matheiken, et al

9. Creating experiences and owning the media

Go Mo, Shocking Barack, Chalkbot

10. Crowdsourcing

A marketing and creative tool/strategy

11. Inventing things

The importance of technology, innovation and APIs

12.Thinking Small (Wednesday)

Make great stuff with small budgets

13. Do brands need a soul?

Having a purpose. Richard Branson, Alex Bogusky, Simon Mainwaring

14. Bringing it all together

Presentations from semester long projects

관련기사:
- A brief history of advertising