Jour 2303 Final Study Guide Answers
JOURNALISM 2303 FINAL
PRINCIPALS OF CONSUMER CULTURE
What is the role of MEDIA at CPB? (Guest Speakers)
Media provides insights that inspire brilliant ideas that amplify and drive conversation, participation and ultimately, sales.
What is the approach and philosophy of MEDIA at Crispin Porter?
Approach: to engage consumers through paid and owned media
Philosophy: Because consumers are listening to companies less and people more, peerconversation is impactful. The percentage highly likely to agree/take action, 9/10 on a 1-10 scale.
Social Persona
If you give someone something worth talking about, they'll spread the word. The more invested and loyal, the more likely the consumer is to spread the word about how awesome the product/brand is.
It's all about being social and interacting with the consumer. Starting conversations.
How is social persona used at Crispin Porter?
By defining core brand truth.
Example: The more ownable, truthful and distinguishing factor about Jell-O is that it's a fun food. Marketing the truth, not lying to sell the product. Out of TRUTH, able to build a brand platform that guides all we do and identifies brand behavior. (Can then benchmark and audit brand competitors.)
Four steps in the creative process (define/identify/order)
Creative Brief- Brainstorm Session
Concepts- Ideas they're formulating from the creative brief
Campaigns- The burger king campaign
Production-End results, where the $$$ goes, the physical result.
4 stage creative process (define/identify/order)
Preparation- the conscious mind is focused on the problem
Incubation- Draws upon resources, the mind makes connections more freely and abundantly
Illumination- a moment of insight and optimism
Verification- Solutions are tested and may be applied if shown to be viable
Why is production such an important part of the process?
Because they are responsible for the end result. responsible for the execution.
Represent the agency to the outside world.
PRINCIPALS OF CONSUMER CULTURE
What is the role of MEDIA at CPB? (Guest Speakers)
Media provides insights that inspire brilliant ideas that amplify and drive conversation, participation and ultimately, sales.
What is the approach and philosophy of MEDIA at Crispin Porter?
Approach: to engage consumers through paid and owned media
Philosophy: Because consumers are listening to companies less and people more, peerconversation is impactful. The percentage highly likely to agree/take action, 9/10 on a 1-10 scale.
Social Persona
If you give someone something worth talking about, they'll spread the word. The more invested and loyal, the more likely the consumer is to spread the word about how awesome the product/brand is.
It's all about being social and interacting with the consumer. Starting conversations.
How is social persona used at Crispin Porter?
By defining core brand truth.
Example: The more ownable, truthful and distinguishing factor about Jell-O is that it's a fun food. Marketing the truth, not lying to sell the product. Out of TRUTH, able to build a brand platform that guides all we do and identifies brand behavior. (Can then benchmark and audit brand competitors.)
Four steps in the creative process (define/identify/order)
Creative Brief- Brainstorm Session
Concepts- Ideas they're formulating from the creative brief
Campaigns- The burger king campaign
Production-End results, where the $$$ goes, the physical result.
4 stage creative process (define/identify/order)
Preparation- the conscious mind is focused on the problem
Incubation- Draws upon resources, the mind makes connections more freely and abundantly
Illumination- a moment of insight and optimism
Verification- Solutions are tested and may be applied if shown to be viable
Why is production such an important part of the process?
Because they are responsible for the end result. responsible for the execution.
Represent the agency to the outside world.