Research Where do you go to learn about your reader? Government data Circulation data Sales kits Poynter State and National Newspaper Associations Google Scholar
Your reader The Average American Spends 10+ hours a day consuming media. 4+ hours watching TV. 3+ hours online. 2+ hours with mobile. 20 minutes reading print. 12 minutes with a newspaper.
Your reader The Average American 12 minutes with a newspaper. What does that mean for us? Reads about 250 words per minute on an average. Average 3,000 words per day. Average page contains 1,000 words. Three pages.
Your reader The Average American 12 minutes with a newspaper. What does that mean for us? The good news is that readers scan. Roughly 20 seconds each page. Over 75% of community newspaper readers read the whole paper. Nearly 50% keep their paper for longer than a week.
Your Client Where do you go to learn about your Client? Probably the internet. Client’s website Industry websites Competitor’s websites Similar business websites local and national
Your Client Generate a Creative Brief As complicated as any number you can find on the web 1. Background information 2. Unique selling proposition (Point of difference) 3. Clear objectives 4. Target audience of your client 5. Position and major competitors 6. Deliverables 7. Tone of voice 8. Client’s likes and dislikes 9. Budget 10. Timeline and milestones (Process and point of no return)
Your Client To generate a great Creative Brief Ethnography n Talk with the client n Visit the client’s business n Talk with the workers n Talk with the customers n Try the product or service n Examine current/old ads n Take pictures n Conduct enthography on the competition n Conduct enthography on businesses elsewhere
Your Client What will you discover? Ethnography might lead you to... n The point of difference n The BIG IDEA n A great relationship... ...with you as their advertising expert! n A sale! n Success for your client! n Success for you!
Brainstorm Guidelines for successful brainstorming n Establish a timeframe (20 - 45 minutes) n No limitations n No bad ideas n No negative remarks n Keep track of all the ideas Yes, ALL the ideas!
Brainstorm Da Vinci Word Lists . Ice cream parlor Flavors chocolate vanilla strawberry pistachio? chocolate chip mint rocky road birthday cake peach Animals chicken dog monkey armadillo rattle snake mustang wolf bunny okapi Colors red blue black purple green orange yellow gold silver TV Shows GOT Black-ish Ellen’s Game Bachelor Survivor NCIS NBC Nightly News Judge Judy Walking Dead
Brainstorm Da Vinci Word Lists . Ice cream parlor Flavors chocolate vanilla strawberry pistachio? chocolate chip mint rocky road birthday cake peach Animals chicken dog monkey armadillo rattle snake mustang wolf bunny okapi Colors red blue black purple green orange yellow gold silver TV Shows GOT Black-ish Ellen’s Game Bachelor Survivor NCIS NBC Nightly News Judge Judy Walking Dead
Brainstorm What if... ...it was a different business ...your mom ran this business ...this business was in New York City ...you were creating a tv commercial ...you were creating a movie ...you were creating a song ...you were creating a billboard
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