advertisement

Mad men ad agency

80 %
20 %
advertisement
Information about Mad men ad agency
Education

Published on February 17, 2014

Author: nhlreclamebureau

Source: slideshare.net

Description

The sheets of last week's lecture on ad agencies.
advertisement

The Ad Agency HISTORY - TEAM - PROCESS Madison Square: bakermat Reclamebureaus - Serie Mad Men (let op: pay off)! Wie kent bureaus? (verschil reclame, ontwerp, internet, communicatieadvies, etc)! Wat doet een reclamebureau?! ! !

THE AD AGENCY Getting products & brands known better (so customers buy more) ! Gettin’ noticed! commercial / political / social use When is your job adequat ? AIDA

The Ad Agency - Introduction AIDA AIDA: http://www.guerrillaonline.com/cs/Guerrilla-Marketing-Principles-54.htm

The Ad Agency - Introduction Topics: - History - Team (copywriter, art director) - Proces (briefings, campagne) - Examples !

The Ad Agency - History HISTORY

The Ad Agency - History 1870’s - Industrial Revolution (years are approximate). Shift in supply / demand : Earlier: (monuth to mouth, packaging, posters, newspapers... etc) Industrial revolution: assembly line, massaproduction Massproduction Supply / demand Newspapers Ad-sales -

The Ad Agency - History Supply / Demand ?? Example: marketing Apple : creating demand for the supply !

The Ad Agency - History 1930’s - Art & commerce Asrtists / crafsmen Toorop, Toulouse Lautrec ! Packaging Posters Books, displays, signs, etc - Artists as ad-makers (Toorop, slaoliestijl, jugenstil) Packaging, posters, books, signs. (see Art in Advertising)

The Ad Agency - History 1930’s - Art & commerce Asrtists / crafsmen Toorop, Toulouse Lautrec ! Packaging Posters Books, displays, signs, etc -

The Ad Agency - History 1940’s - World War II, rebuiling Europe... Propaganda Goebbels Film -

The Ad Agency - History 1950’s - Massamedia, pillarisation Mad men (madison square garden) Ad agency: Ad salesman >> communication-advisors rebuilding Carpet bombing Massmedia Television -

The Ad Agency - History 1960’s - Hippies, freedom, rebels Goods not for basic needs but status en identity Vance Packard: Hidden Pursuaders(’57) Sublimal messaging, psychology, ethics Vietnam Consumption Hidden Persuaders -

The Ad Agency - History 1960’s - Hippies, freedom, rebels Andy Warhol: sceptisism towards consumption society

The Ad Agency - History 1970’s - Getting big A few ampagnes 70’s; networkingsky is limit TV as main podium (factory of tv commercials), Hoepla

The Ad Agency - History 1990’s - Globalisation GSM dot com bubble ! rise of the internet 90’s new media (internet) no ‘money model’ , recession, crisis !

The Ad Agency - History 2000’s - Social Media Rise internet - Good practices bedrijven on social media? (Heineken, Thuisbezorgd) ZMOT: http://www.youtube.com/watch?v=UmM9qfzfzhw free ebook ! Google ZMOT Crowdsourcing SEO Twitter Facebook -

The Ad Agency - History https://www.facebook.com/heineken http://www.kittyhawk.nl/facebook-humor-met-heineken-en-douwe-egberts.html !

The Ad Agency - History Products, media, means, targetgroups change, advertising, in essence, is still about: ! Getting products & brands known better (so customers buy more) ! Gettin’ noticed!

The Ad Agency - The team TEAM

The Ad Agency - The team Creative Director Art Director Copywriter Accountmanager Studio Traffic - Link:  job  oppertunities  http://www.mediavacature.nl/vacature/reclame.html

The Ad Agency - The team Copywriter Hans van Walbeek Hans van Dijk ! Extinct?  Who’w  reading?  >  no  time  =  selective,  scanning   There’s  a  lot  out  there!  (blogs,  some,  sms,  watsapp)  =  >>  Oppertunities!   ! ! ! ! ! ! !

The Ad Agency - The team Copywriter • Concept • Short copy • Long copy • (Company)names • Rationals • etc...

The Ad Agency - The team Rolls (Ogilvy) en Avis (Bernbach) http://bordiniuc.com/wp-­‐content/uploads/2010/02/1ss01.jpg http://strategie.hnonline.sk/sites/default/Liles/obrazky/sprava/avis-­‐e28093-­‐we-­‐try-­‐harder.jp ! ! ! ! ! !

The Ad Agency - The team Company- / productnames: Stenden,  Eneco,  Veolia,  Arcadis,  Coforta,  Connexxion  etc! ! ! ! ! !

The Ad Agency - The team Copywriter: Do’s and dont’s DONT = “Go to our store/website/etc…” “Click here !!” ! Slogan becomes common language / collective (un)conscience ! ! ! ! ! ! - Zo, nu eerst een Bavaria Just do it

The Ad Agency - The team Slogans: Short copy “Dat zouden méér mensen moeten doen!” http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “Even Apeldoorn bellen...” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “Even Apeldoorn bellen...” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “Ik zei nog zo: GEEN bommetje!” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “Ik zei nog zo: GEEN bommetje!” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “De bank anno nu” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “De bank anno nu” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “Stop een tijger in je tank!” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team “Stop een tijger in je tank!” ! http://nl.wikipedia.org/wiki/Lijst_van_Nederlandstalige_reclameslogans    

Het Reclamebureau - Het Team Vergroot je perspectief. !

Het Reclamebureau - Het Team Vergroot je perspectief. ! Volgende week: David Kroese (Groots reclame)

The Ad Agency - The team Copywriter: different text types • Text for READING (selective, scanning) • Tekst for SPEAKING (specialism, dialog, script. Timing, bodylanguage) • Text for PRESENTING (sales, accountmanager) ! ! “If you think you can seduce the customers, 
 you should be able to convince your client” ! ! !

The Ad Agency - The team Copywriting your text should: • Inform: NHL University facilitates over 11.000 students. • Convince: NHL University. Broaden your perspective. • Entertain: NHL No Hard Learning… • Seduce: NHL University, soooooo sexy… ! ! !

The Ad Agency - The team Art Director Visualiser Arist ! Photo Film Music Trends etc ! ! ! ! ! ! ! http://www.mymajors.com/skills-­‐and-­‐knowledge/Art-­‐Directors

The Ad Agency - The team Art Director Advertising is about seduction. The Art Director is the visagist of the message. He understands the concept’s ‘bodylanguage. ! They also suck... ! ! Quote p. 182: “onuitstaanbare types...”

The Ad Agency - The team Concept visualiser Lecture Lisa de Vries (conceptvisualisation, after the spring break)

The Ad Agency - The team Balanced teams Sensitive? ! Visual Auditive Kinesthetic ! ! ! ! Find complementary partners/skills ! NLP      Test:  http://www.windekind.biz/index.php?page=Representatiesystemen   ! :     Visueal   ! Auditive:     Kinestetic:       That  looks  great!   Sounds  like  fun!   Doesn’t  feel  right...   Zoek  de  ongelijksoortigheid:     good  cop  /  bad  cop,  intro/extravert  etc

The Ad Agency - The team Acquisition Briefing Directions plan Pitch Creation Presentation Rationale Strategics Execution Campagne Aftersales !

The Ad Agency - The process PROCESS

The Ad Agency - The process Briefing / Debriefing “I want a brochure” “Ah, so penetrating new targetgroups local and abroad by redesigning your identity and translate the sexy promise in video! Right!” Briefing (Brief): (writen) case description by the client. Sometimes with pitch

The Ad Agency - The process Briefing / Debriefing ! Topics: ! Market Products Problem Budget ! USP’s ‘Reason Why’ - Not about solutions / means Setting: as a team, not an interragation! examp: https://99designs.com/logo-design/contests/kajiwara-wealth-advisors-needs-logo-164202/brief

The Ad Agency - The process Plan of Direction Voordelen: ! • Writen possibilities • Out of the box • NO creative visuals • Phase before concept ! ! -­‐   -­‐   -­‐   Richtingenplan:  geschreven  mogelijkheden,  out  of  the  box,  daarna  uitwerken   Een belangrijk instrument dat Kuiper hanteert is het richtingenplan. Dit plan laat geen creatief werk zien. Het is een fase vòòr het creatieve concept. Bron: http://www.vanvlietuitgevers.nl/peijnenburg/peijnenburg.htm (boek) Multiple ideas Analytic, meta Involve client > Change for GO -

The Ad Agency - The process Creation “Well ?” ! -­‐   -­‐   -­‐   -­‐   copywriter  +  artdirector  “samen  starend  naar  een  pot  bruine  bonen”   ideeen  bedenken  en  visualiseren  (daarna  uitvoeren,  executie)   ‘de  creatief’    >  talent  +  inspiratie  +  ‘hard  werken’  =    goed  idee   ideeen  op  commando  (deadlines,  writersblock,  stress,  zen)  

The Ad Agency - The process Writersblock... Tips: ! Mac off, head on Show, share ! Dose Variety Perfection ! Zenhabits.net ! “When you’ve got nothing to do, you do nothing” ! -­‐   Link:  http://zenhabits.net/the-­‐little-­‐but-­‐really-­‐useful-­‐guide-­‐to-­‐creativity/ Meditation, sport, food, fitness, setting, etc etc Find your drive

The Ad Agency - The process Creation: Involve your client... ! Freddy  Heineken  came  op  with  the  crosseyed  E’sE-­‐tjes  zelf.   Vond  ie  vrolijk.  

The Ad Agency - The process Concept presentation Foamboards iPad Slides Film ! You never get a second change to make a first impression!

The Ad Agency - The process Rationale (just in case...) ! Explanation / justification of the idea presented to the client. ! Usually writen by the copywriter, nowadays a strategic job.

The Ad Agency - The process Tactics • Keep redefining the message over and over again • Concepting inside the box, define the box • Planning • Marketing mix ! Convergeren, divergeren...

The Ad Agency - The process Execution: print, film, web, photo, music, etc... • Use experts: “Why have a dog, and bark yourself?” • Form follows Function? ! • Company A vs. B ! “Form  follows  function?”  (werkt  in  de  reclame  niet)   Voorbeeld  Tempo  team  (uitzendbureaus)  >  boodschap  steeds  gelijk…   (Tempo  team:  twee  geweldige  dagen  http://www.youtube.com/watch?v=9h_TnLRNt2w “  Why  have  a  dog  and  bark  yourself?”  Ogilvy   !

The Ad Agency - The process Campagne One ad... is an ad. Three ads... Are a campaign!

The Ad Agency - The process Campagne It only takes a oneliner... (copywriter) ! ! ! ! ! ! ! slogans: Waarom GOED/FOUT? > Blijf bij jezelf!! (merkpersoonlijkheid) 2

The Ad Agency - The process Some agencies: ! Leeuwarden: Vos & Libert, Weda, Wildwater, Coolminds, Bens, Lift ! Holland: FHV/BBDO, DDB, TBWANeboko, Ogilvy, Achtung, Woedend, CCCP

The Ad Agency - Conclusion CONCLUSION

The Ad Agency - Conclusion • You won’t learn the ad-business at school (?) • There is no school for ‘copywriting’. • The creative industry invests 1% in education ... ! So... Get noticed!

The Ad Agency - Conclusion Talent Good idea Self-aware (cocky) Portfolio _______________ + Advertising-career

The Ad Agency - Sources Books: Bronnen college: - http://www.reclameboodschap.nl - http://www.reclamearsenaal.nl -­‐  http://nl.wikipedia.org/wiki/Geschiedenis_van_de_reclame_in_Nederland)   http://www.guerrillaonline.com/cs/Guerrilla-Marketing-Principles-54.htm ! - Zapklare brokken (boek H. van Dijk), Ogily on Advertising, Happen naar Peijnenburg (Bart Kuiper)

Add a comment

Related presentations

Related pages

Mad Men - Wikipedia, the free encyclopedia

Mad Men is an American ... before starting his own ad agency in 1960, said "Mad Men is nothing more than ... Season 3 also included “Which Mad ...
Read more

Mad Men Marketing

Mad Men Marketing is a full-service advertising agency in Jacksonville, Florida - services ranging from agency of record services to mobile app development.
Read more

Mad Men Marketing | Jacksonville Ad Agency | What to Expect?

Jacksonville ad agency focused on helping you understand how to advertise your marketing plan, through a consumer driven approach.
Read more

Guy Walks Into an Advertising Agency - Wikipedia, the free ...

Guy Walks Into an Advertising Agency" Mad Men episode: The shirts of Sterling Cooper employees are splattered with blood after the tragic lawn mower accident.
Read more

Mad Men (TV Series 2007–2015) - IMDb

Created by Matthew Weiner. With Jon Hamm, Elisabeth Moss, Vincent Kartheiser, January Jones. A drama about one of New York's most prestigious ad agencies ...
Read more

Is McCann Mad at 'Mad Men'? | Special: Mad Men - AdAge

Mad Men Is McCann Mad at 'Mad Men' Yet? Like Jaguar Before It, Agency Execs Portrayed Like Villains
Read more

Sterling Cooper Advertising Agency - Mad Men Wiki - Wikia

The Sterling Cooper Advertising Agency is an advertising agency on Madison Avenue in New York City. ... Mad Men Yourself! Mad Men Wiki Affiliates; Contribute
Read more

'Mad Men' and Advertising History: All You Need to Know ...

The sixth season of "Mad Men" has arrived, returning the ad business to center stage -- at least on AMC and in the press.
Read more

Mad Men - TV.com

Mad Men: Watch full length episodes & video clips. Read the latest Mad Men episode guides & recaps, fan reviews, news, and much more.
Read more

"Mad Men" Guy Walks Into an Advertising Agency (TV Episode ...

The Best Mad Men Episodes a list of 22 titles created 5 months ago See ... Title: Guy Walks Into an Advertising Agency (20 Sep 2009) ...
Read more