Intro to Account Planning

2012-02-13T15:57:00.000-08:00

MORE than a thousand words

Pick 2 books to read for this class. You choose. If you want recommends, look on the board in my office. START READING BOTH AT THE SAME TIME.

A thousand words

1) Take 1 digital picture for random Ignite (send by Sunday, February 19th 11:59 PM)

2) Send it to me, include the class+time in the subject. (Ex. T12, T330, W12, W330 - no spaces, please)

A half-thousand words

Describe a day from this week in 500 words.
+ 500 - no more, no less
+ A current day (any 24 hour period, you don't have to start with waking-up)
+ Each word is its own statement. Cow. Munch. Breeze. Mmmmmm. Trip. Yellow.
+ You may repeat words.

A half-half-thousand words

Describe in 250 words or less what you are hoping to get out of this class.

Cultural Map

Start - Explore, Capture, Think, Create, Make (Due class 9)

FAQ:

WHY ARE WE DOING THIS?
I'll explain in class. Trust me on this one.

2012-02-06T18:38:00.000-08:00

"Culture is _______" video

1) Watch An anthropological introduction to YouTube (give yourself some time; it is almost an hour long)

2) Make a video that starts with you talking into a camera finishing this statement "My name is [name] and I think CULTURE is..."

3) Upload it somewhere (YouTube, Flickr, Facebook, Vimeo, wherever...) and send the link (not the video) to me: email, FB, Twitter or as a comment on this blog post. Make sure the video is not private to me (my YouTube account is cameronmaddux if you want to place viewing restrictions on it).

FAQ about video:
DO YOU NEED TO SEE MY FACE?
Yes. You will understand better after watching the above video.

HOW LONG DOES IT NEED TO BE?
As long as it needs to be to say what you have to say and no longer. How deep are you?

WHY ARE WE DOING THIS?
1) Video is a language. You need to understand it. The experience is a learning experience about why and how people do what they do.

2) You are going to build a cultural map. You need to start contemplating what culture actually is, and articulation is a great way to gain understanding.

3) Our digital selves should interact.

Deck from class:

DUE FOR CLASS 2

2012-01-27T13:38:00.001-08:00

Effie POV

1) Go to http://effie.org/
2) Go to Winners Showcase on the left nav
3) At the top dropdown, choose Published Cases and hit GO (don't worry about year, unless you want to)
4) Choose three (3) projects. Thoroughly read the case study pdfs, watch the videos, look at the images
5) Write a Point of View. What do you think? Compare and contrast what you read. End with a paragraph about why you are interested in studying advertising/marketing?
6) Turn in a physical copy to be at the beginning of class OR email it to me maddux.cameron is my gmail name, or Facebook, or Twitter.

FAQ:
HOW LONG DOES IT NEED TO BE?
As long as it needs to be to say what you have to say and no longer. How deep are you?

WHY ARE WE DOING THIS?
1) Students often ask for real world case studies. I want to make sure you understand that you have a database of nearly 2 decades of effective work available to you.

2) I want to check out your reading, thinking, and writing skills. Your input, filter and output abilities.

3) To have a shared conversation about advertising, because we don't talk about it much in the class.

Suggested Attention:
READ through the Planning Survey from Heather LeFevre
Re-Watch Ken Robinson if you missed anything
What in the hell do planners do?

Deck from class: