online advertising master class - workshop on advertising

Digital Marke,ng – Master Class – Reflecting, exploring and questioning advertising! "" "" ""!

Sessions Agenda… buckle up, lets go!!

This 3 hour workshop will leverage a number of adverts that have been used by marketers to build brand, evoke emotions, create controversy or simply ask you to buy. You will be asked to work in groups to critic these adverts and explore there effectiveness for use in todays market. Your learning goal is to be able to critically assess advertising using a framework that questions elements such as audience, goals and measures etc

Dr. Mathew McDougall… " " "First, a quick introduction!

•  Founder & CEO – SinoTech Group/ Digital Jungle

•  Author – Chinese Social Media Universe •  Blogger – Digital Marketing Inner Circle •  Speaker – Adtech, PATA, SES… many more •  9+ years in China as a digital marketing

Of course advertising is supposed to be original, catchy and if done well thought-provoking. But some ads cross the line from creative to controversial.

WWW.DIGITALJUNGLE.COM.CN

Group Exercise ! Time to get engaged

With your tablemates you will review the following advertisements sections (Sexy, Funny, Clever, Plain Bad) Select one of your tablemates to be your spokesman

Use your assigned whiteboard to record your considerations about the following advertisements.

Task – Reflect & Cri,c

Points of consideration …!•  What is the key message?

•  Who is the target audience? (age, gender, socio/economic, location etc.)

•  What does this ad want you to feel?

•  What does this ad want you to do?

•  Would this advertisement work today?

•  How does the copy relate to the imagery?

•  Anything you would add to the advertisement?

40 minutes for advertising review 20 minutes for feedback

Time Limit


Many ads simply use a sexy woman or suggestive images

Sex


Then some ads try humor

Funny


Some take a creative and clever approach

Clever


And the old ads we would rather forget

Oh… no!

Summary & Review… Learn anything?!

•  Purpose •  Tones of voice •  Mediums of communication •  Target Audience •  Measurement •  ROI

Marketers can smile, shudder and recoil when looking at these ads but many of you will be contributing to the next generation of ads.. Will yours be critiqued??

Thanks!Follow on TwiGer @digitaljunglecn

Connect on Linkedin www.linkedin.com/company/digital-‐jungle

Company Email [email protected]

Presenta,ons on SlideShare www.slideshare.net/digitaljungle

Company Website www.digitaljungle.com.cn

Also, don’t miss out on !Dr. Mathew McDougall’s new book! “The Chinese Social Media Universe” !

Follow on Weibo: www.weibo.com/digitaljungle

Like us on Facebook www.facebook.com/digitaljunglecn

online advertising master class - workshop on advertising

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