COM 5833 creative works:

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COM 5833 creative works appreciation
strategy week 4
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COM 5833 creative works appreciation
strategy week 4
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• agenda
• 1 introduction to advertising
• 2 the idea development from agency brief to end
  product
• 3 how to get an idea
• 4 21 feb quick assignment 1
• 5 28 feb strategy how to differentiate from
  others
• assignment 2 briefing
• 6 7 mar how to evaluate idea 1
• 7 14 mar assignment 2 presentation
• 8 21 mar how to evaluate idea 2
• 9 28 mar integrated idea assignment 3 briefing
• 10 18 apr presentation skill
• 11 25 apr assignment 3 presentation

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assignment 1 spot the idea
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team up to a group of 4 members. 8 pieces of tvcs
will be shown. you are required to work on the 2
tasks.   task 1   1) What is the idea? state the
idea in 12 words or less. 2) What is the
consumer insight?
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  task 2    what will do you if you are
asked to extend this idea to a print ad?
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• tips
•  
• state the idea, instead of the story /visual
  description.
• dont mix up the idea with headline / slogan.
• whats the key message / proposition the
  advertiser tried to suggest, in relation to their
  product/ service/ brand?
• use your common sense, and daily language.
• either English or Chinese will do (but no
  chinglish please).
•  
•  

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• task 1
•  
• what is the idea? (state the idea in 12 words or
  less)
• what is the consumer insight?
•  
• task 2
•   
• what will do you if you are asked to extend this
  idea to a print ad?

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example 1 Patek Philippe
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the answer
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1.
Patek Philippe This timepieces sets a timeless
benchmark, and let others follow your
footsteps. Fathers are proud to say this is MY
son.
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example 2 Bridgestone
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2.
Bridgestone Bridgestone tyres save more than
just human lives. Therere careless people on
the road. Thanks Bridgestone to actively
prevent the accident.
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• task 1
•  
• what is the idea? (state the idea in 12 words or
  less)
• what is the consumer insight?
•  
• task 2
•   
• what will do you if you are asked to extend this
  idea to a print ad?

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are u ready?
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work 1 Stella Artois
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work 2 Sony
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work 3 VW Golf
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work 4 1time.co.za
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work 5 VW FSi engine
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work 1 Stella Artois
work 3 VW Golf
work 2 Sony
work 5 VW FSi engine
work 4 1time.co.za
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u have 40 min.
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the answer
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1.
Stella Artois You'll go extraordinary lengths to
safeguard the priceless enjoyment of Stella
Artois. Greed and self owenership of mankind
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(No Transcript)
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2.
Sony Sony Bravia TVs bring colour to life like
no other. We love colourful life.
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3.
VW Golf The Golf GTi is so fast, it's like
releasing a fully-inflated balloon. It is a
common sense to know how fast a releasing balloon
is.
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4.
1time.co.za More headroom on a plane gives you
more space for your head. People do need more
space on plane.
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5.
VW FSi engine VW's FSi engine keeps going and
going. Its nice when something outperforms.