ADPR 3100 Study Guide - Midterm Guide: Intimate Relationship, Doritos, Earned Media

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Nate Evans

Document Summary

Organizations for how to set up an execution. Can improve organization through: characters, and idea of plot. Pitch-hard sell-does(cid:374)"t really (cid:449)ork (cid:449)ell today-making a case as to why you should buy this brand. A conclusion and a plot: can be an extension of an idea of a pitch, concept works the same in pitch and story, you just expand on it in story, structure: Shown in the beginning of the ad-the norm and status quo. Can also be something prior to the ad happening. The middle-stasis upset-what happened to disrupt the norm-how we upset stasis-usually by taking away brand or something that is linked to it, or introduce the brand. The end-restore stasis-how did we get back to the norm-solved problem with brand: key techniques: Real characters-believable people that we can identify with-we can imagine it happening to us. Unusual characters-to energize the story and draw viewer in.