2 pts extra credit
DESCRIPTION
2 pts Extra Credit. Ad Age 2010 Marketer of the Year Herg 2/9 5:30pm. Can being banned be a big idea?. Audience Understanding Homework. What did you learn. How would you climb the benefits ladder? What need would you focus on? - PowerPoint PPT PresentationTRANSCRIPT
2 pts Extra CreditAd Age 2010Marketer of the YearHerg 2/9 5:30pm
Can being banned be a big idea?
Audience Understanding Homework
What did you learn•How would you climb the benefits ladder?•What need would you focus on?•How did you come to that conclusion
(what type of insights did you find?
Positioning statement•For target audience Weight Watchers is
the frame of reference that benefit
Big Idea of the Day
People not like me
Personal project•Choose a product or brand focused on a
target very different than yourself.•Young vs. Old•Male vs. Female•Blue Collar vs. White Collar•Enthusiast vs. Casual User•Etc.
Become Expert•Product•Competition•Marketplace•Your target consumer (qual research is a
must)
Due Date:Last class before Spring Break
March 9-10, 2011
Deliverables: to me•1 full page each (product insights,
marketplace insights--incl. Simmons, consumer insights)
•Report from qualitative research (3pages)•Positioning Statement•Design persona(s)•Creative brief•Big idea (print, TV, and/or web)•One paragraph summary of why your idea
is a “big idea.”
PresentaionsTwo classes after Spring Break
Presentations: to class•7 minutes— “pecha kucha”•Product (two)•Marketplace (two)•Qualitative research report—Target
description/Insight(s) (eight)•Proposition/Support (two)•Big Idea! (two)
Qual research will be the keyHandout
Use the rest of class surf and consider alternatives•Search MRI +•Search your brain•Read articles•Send me an email before next class with
your choice and why it meets the criteria of “people not like me.”