Adv 460 Exam 1 (A+ Graded)

Digital era changes and challenges correct answers - interruption and repetition are no longer effective - need to look beyond storytelling, and take cues from software developers - creator= brand story teller + software developers challenges in traditional advertising model correct answers - exposure model: interruption & repetition - consumer insight: • Consumer insight about brand means brand storytelling • Info about views (who watched on tv? Who watched online?) how to persuade/approach consumers: correct answers - make a connection between brand and consumer's mind - consumers online are in control; they control the content they want to see why ad agencies should act more like tech start ups (reading) correct answers - agencies need to look beyond storytelling and take their cues from software developers - Storytelling (idea) is the key to get emotional reaction but the problem is everyone is telling a story - Need to redefine what "idea" means - Ideas without "executions" are just dreams - Big, "redefined" idea: Emotion and Function Big idea: "How to enable stories" correct answers - story + enabler - contents + platforms - brand concept + software - emotion + function Goal: Perception = behavior (experience) advertising is an art and a science (reading) correct answers - advertising is fundamentally persuasion, and persuasion happens to be not a science but an art - emotion (story-art) + function (technology) advertising agencies: leaner and meaner (reading) correct answers - technology has made life harder for admen - Ad techs bring so much complexity and clients work with a lot fewer agencies that manage ad techs -Agency creative services still remain in demand but under the total management -Clients need total consulting to manage a complicated marketing ecosystem - consumer empowerment: correct answers clients look for consumers' voluntary engagement by new product development,