220046 UE UE-WERB - Exercise Course on Advertisement (2017S)
Continuous assessment of course work
Labels
Summary
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 20.02.2017 09:00 to We 22.02.2017 18:00
- Deregistration possible until Fr 31.03.2017 23:59
Registration information is available for each group.
Groups
Group 1
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Wednesday 22.03. 09:45 - 12:45 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Wednesday 05.04. 09:45 - 12:45 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Wednesday 17.05. 09:45 - 12:45 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Wednesday 31.05. 09:45 - 12:45 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Wednesday 14.06. 09:45 - 12:45 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Wednesday 28.06. 09:45 - 12:45 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
Aims, contents and method of the course
Assessment and permitted materials
Jede Teilleistung wird eigenständig bewertet (aktive Mitarbeit in der LV, Anteil an der Gruppenarbeit, Präsentationen). Die Teilleistungen fließen zu 60% in die Beurteilung der Lehrveranstaltung ein, der schriftliche Endtest in der letzten LV zu 40%.
Minimum requirements and assessment criteria
Mindestanforderung für die positive Beurteilung ist die aktive Teilnahme an der Gruppenarbeit. Es besteht Anwesenheitspflicht.
Examination topics
Prüfungsstoff ist der Inhalt der LV, wobei es nicht um auswendig gelernte Inhalte geht, sondern um die Anwendung der erworbenen Kenntnisse.
Group 2
Der Digitalmarkt gehört zu den wachstumsstärksten in Europa. Das Seminar verschafft einen Überblick über diesen Markt & Geschäftsmodelle, Online Werbeformate, die rechtlichen Rahmenbedingungen, html & css, Nutzerverhalten, Performance Marketing, Content Marketing und technische Grundlagen.
max. 30 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Friday 24.03. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 07.04. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 05.05. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 19.05. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 02.06. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 16.06. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 30.06. 14:30 - 17:30 Seminarraum 8, Währinger Straße 29 1.OG
Aims, contents and method of the course
Wen es interessiert, wie Suchmaschinen funktionieren, was Retargeting bedeutet und wie Produkte online strategisch und Cross-Device vertrieben werden, der erhält hier einen Einblick.
Die Theorieblöcke des Seminars sind :
- Digitale Geschäftsmodelle und der Digitalmarkt
- Content Marketing
- Performance Marketing
- Das Nutzerverhalten Cross-Device
- Aktuelle Trends und Entwicklungsfelder
- Die Auffindbarkeit und Optimierung von Content
- Google Analytics, WordPress & Google AdWords
Die Theorieblöcke des Seminars sind :
- Digitale Geschäftsmodelle und der Digitalmarkt
- Content Marketing
- Performance Marketing
- Das Nutzerverhalten Cross-Device
- Aktuelle Trends und Entwicklungsfelder
- Die Auffindbarkeit und Optimierung von Content
- Google Analytics, WordPress & Google AdWords
Assessment and permitted materials
Im Zuge des Seminars wird in Gruppen ein Produktkonzept entwickelt, das im Verlauf vor den Teilnehmerinnen präsentiert wird. Im zweiten Schritt erarbeiten die Teilnehmerinnen einzeln eine Launchkampagne für das entwickelte Produktkonzept mit Fokus auf Online Werbung.
Minimum requirements and assessment criteria
Neben der Gruppenpräsentation fließen mündliche Mitarbeit und der schriftlich einzureichende Kampagnenplan in die Note ein. Alternativ kann die Launchkampagne in Google AdWords aufgesetzt werden.
Examination topics
Für die Planung der Kampagne und die Entwicklung des Produktkonzepts sollen die Inhalte aus den Theorieblöcken berücksichtigt und eingearbeitet werden.
Reading list
Nach jedem Termin wird eine Präsentation mit den wichtigsten Inhalten auf Moodle bereit gestellt. Weiterführende Artikel und Literatur zu den Themenblöcken Online Vermarktung, Produktentwicklung, Content & Performance Marketing werden im Seminar zur Verfügung gestellt.
Group 3
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Wednesday 15.03. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
- Wednesday 29.03. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
- Wednesday 26.04. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
- Wednesday 10.05. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
- Wednesday 24.05. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
- Wednesday 07.06. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
- Wednesday 21.06. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
Aims, contents and method of the course
Simulation eines Pitches um einen Etat.
StudentInnen bilden Gruppen (Agenturen) erhalten ein Briefing und erstellen eine Kampagne die in der letzten Einheit von den Gruppen präsentiert wird
StudentInnen bilden Gruppen (Agenturen) erhalten ein Briefing und erstellen eine Kampagne die in der letzten Einheit von den Gruppen präsentiert wird
Assessment and permitted materials
Note setzt sich aus drei Komponenten zusammen:
* Mitarbeit
* Qualität der schriftlich abzugebenden Aufgaben
* Gruppenarbeit
* Mitarbeit
* Qualität der schriftlich abzugebenden Aufgaben
* Gruppenarbeit
Minimum requirements and assessment criteria
siehe Art der Leistungskontrolle
Group 4
max. 30 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Die Anwesenheit beim ersten Termin am 10.März ist Voraussetzung für die Teilnahme.
- Friday 10.03. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
- Friday 17.03. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 24.03. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 07.04. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 28.04. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 05.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 12.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 19.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 26.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 02.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 09.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 16.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 23.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
- Friday 30.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
Aims, contents and method of the course
Semiotische Werbeanalyse: Frauenbilder und Männerbilder in aktuellen WerbungenIn dieser Übung lernen Sie Theorien und Methoden der Werbesemiotik mit dem Schwerpunkt „Darstellung von Frauen und Männern“ kennen. Wir analysieren Printwerbungen und Werbespots, in denen Frauen und/oder Männer dargestellt werden. Welche typischen und stereotype Zeichen können wir erkennen? Welche Frauengeschichten/Männergeschichten werden in Werbespots erzählt? Welche Werte werden kommuniziert? Welche Frauen-/Männerbilder werden vermittelt?Sie werden in kleinen Teams (2-3 Personen) arbeiten und können die Werbungen, mit denen sie sich beschäftigen wollen, selbst wählen.
Wichtig: In dieser LV werden wir bestehende Werbungen ANALYSIEREN, wir werden keine Kampagne entwickeln.
Wichtig: In dieser LV werden wir bestehende Werbungen ANALYSIEREN, wir werden keine Kampagne entwickeln.
Assessment and permitted materials
Was müssen Sie tun, um positiv beurteilt zu werden?
Mindestanforderung für die positive Beurteilung sind eine gelungene Präsentation und die ausführliche Dokumentation der semiotischen Werbeanalyse (Projektbericht).Es besteht Anwesenheitspflicht, ein zweimaliges unentschuldigtes Fehlen ist gestattet.
Mindestanforderung für die positive Beurteilung sind eine gelungene Präsentation und die ausführliche Dokumentation der semiotischen Werbeanalyse (Projektbericht).Es besteht Anwesenheitspflicht, ein zweimaliges unentschuldigtes Fehlen ist gestattet.
Minimum requirements and assessment criteria
Beurteilt wird die Gruppenleistung. Jede Teilleistung wird eigenständig bewertet. Die Präsentation fließt zu 40% in die Beurteilung der Lehrveranstaltung ein, der Projektbericht zu 60%.
Group 5
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Friday 28.04. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Friday 12.05. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Friday 26.05. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Friday 02.06. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Friday 09.06. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Friday 16.06. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Friday 23.06. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
Group 6
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Sunday 19.03. 10:00 - 18:00 Seminarraum 5, Währinger Straße 29 1.UG
- Sunday 02.04. 10:00 - 18:00 Seminarraum 3, Währinger Straße 29 1.UG
- Sunday 23.04. 10:00 - 18:00 Seminarraum 5, Währinger Straße 29 1.UG
Group 7
This is a practical exercise, work will be conducted in groups during and outside the course.
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
This is a practical exercise, work will be conducted in groups during and outside the course.
- Thursday 08.06. 10:00 - 18:00 Seminarraum 2, Währinger Straße 29 1.UG
- Saturday 17.06. 10:00 - 18:00 Seminarraum 4, Währinger Straße 29 1.UG
- Sunday 18.06. 10:00 - 18:00 Seminarraum 4, Währinger Straße 29 1.UG
Aims, contents and method of the course
The goal of this course is to introduce students to advertising and how to design as well as execute advertising campaigns. They will receive both the necessary theoretical background knowledge as well as practical insights into the design and production of advertising campaigns.
Following a first pitch stage, an introduction into TV ratings is given in class, as well as an introduction into the use of demographics and VALS to assess target audiences.
Following a first pitch stage, an introduction into TV ratings is given in class, as well as an introduction into the use of demographics and VALS to assess target audiences.
Assessment and permitted materials
Grading will be based on the development of a 360° campaign and a media plan for said campaign. The work will be done in class and in your own time in groups of three students.
Minimum requirements and assessment criteria
The students will take away sound knowledge of the conception, production and delivery processes that go with creating an advertising campaign, learn how to work creatively as a team and to pitch to clients by acting out a brief and pitch scenario.
Examination topics
Following a theoretical introduction as well as best (and worst) practice examples, the students will work creatively in small teams of three, acting as an advertising agency with one creative director, one account manager and one agency producer.
As a team, they will draw up a campaign for a product of their choice and plan the production of a TV spot as well as an accompanying cross-media campaign. They will pitch their campaign ideas to the forum (whereby the remaining students and the tutor act as the client) and discuss their ideas. The students will then develop a media planning strategy, with special focus on placing their TV spot on Austrian TV channels.
As a team, they will draw up a campaign for a product of their choice and plan the production of a TV spot as well as an accompanying cross-media campaign. They will pitch their campaign ideas to the forum (whereby the remaining students and the tutor act as the client) and discuss their ideas. The students will then develop a media planning strategy, with special focus on placing their TV spot on Austrian TV channels.
Reading list
Ad Age, creative review, Wired Magazine.
Group 8
max. 30 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Thursday 16.03. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Thursday 30.03. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Thursday 27.04. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Thursday 11.05. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Thursday 01.06. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Thursday 22.06. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
Aims, contents and method of the course
Wege zur Entwicklung von kommunikativen Inhalten. Schwerpunkt Markenentwicklung.
Übungen zu Werbekampagnen. Evaluierung von Werbeideen.
Übungen zu Werbekampagnen. Evaluierung von Werbeideen.
Group 9
Advertising is the fine art of separating people from their money. For this purpose, words are more effective as guns - just look into some Shopping Channel and watch some of the selling argumentations. You can learn this, too.
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
nice if you are in time….
- Wednesday 15.03. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 22.03. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 29.03. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 05.04. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 26.04. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 03.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 10.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 17.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 24.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 31.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 07.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 14.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 21.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
- Wednesday 28.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
Aims, contents and method of the course
Conception of an Advertising Campaign, Strategic Basics, Target Group Screening, Media-Strategy, Consumer Insights, Brainstorming and searching for an leading Idea.
Campaign should be worked out in different measures, e.g. TV-Spots, Posters, Social Media or below the line measures…
Campaign should be worked out in different measures, e.g. TV-Spots, Posters, Social Media or below the line measures…
Assessment and permitted materials
Evaluation in three points: Project-Presentation, Partizipation, Extra-Homework
Minimum requirements and assessment criteria
being interested.
Examination topics
Strategig thinking and / or Phantasy
Reading list
Karl Kraus, The last Days of Mankind
Gregory Bateson, Steps to an ecology of mind
Gregory Bateson, Steps to an ecology of mind
Group 10
New marketing trends and how cross-promotion and cross-communication affect the marketing mix. Participants will understand the goals of the marketing mix, know Guerilla Marketing and Co and can apply in practice
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Tuesday 21.03. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Tuesday 04.04. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Tuesday 02.05. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Tuesday 16.05. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Tuesday 30.05. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
- Tuesday 20.06. 16:45 - 19:45 Seminarraum 5, Währinger Straße 29 1.UG
Aims, contents and method of the course
Grading will be based on the development of a 360° campaign and a media plan for said campaign. The students will take away sound knowledge of the conception, production and delivery processes that go with creating an advertising campaign, learn how to work creatively as a team and to pitch to clients by acting out a brief and pitch scenario.
Assessment and permitted materials
Mix of research, lectures, discussions and individual and group work. Attendance, participation and the quality / content of presentations
Group 11
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Monday 20.03. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Monday 03.04. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Monday 08.05. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Monday 22.05. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Monday 12.06. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
- Monday 26.06. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
Aims, contents and method of the course
Real work on real advertising-campaigns with real clients.Creation of an advertising campaign based on a client briefing (option: incl. web 2.0)Advertisement exercise - advertising campaign: briefing-idea-realization-presentationfocus:
briefing (parameters)
finding an idea (creativity and techniques)
media (incl. web 2.0)
psychology of perception
design basics
client presentationmethod:
peergroups: 3-4 students
research: var. topics as homework
creation of an idea
realization of the ad-idea (scribble or layout)
presentation of campaign (in front of the group)
briefing (parameters)
finding an idea (creativity and techniques)
media (incl. web 2.0)
psychology of perception
design basics
client presentationmethod:
peergroups: 3-4 students
research: var. topics as homework
creation of an idea
realization of the ad-idea (scribble or layout)
presentation of campaign (in front of the group)
Assessment and permitted materials
attendance, research-works, final presentation: every peergroup presents a campaign
Minimum requirements and assessment criteria
Work (group+individual): 8 x 10 points
presentation & campaign = 80
= 160 points max. (-10 absence)
0-80 points: 5
81-100 points: 4
101-120 points: 3
121-140 points: 2
141-160 points: 1
presentation & campaign = 80
= 160 points max. (-10 absence)
0-80 points: 5
81-100 points: 4
101-120 points: 3
121-140 points: 2
141-160 points: 1
Group 12
This course is an introduction to Trendspotting.
- In groups of 3, you will discuss and research on the marketing application of new trends in the consumer market.
- Use magazines, the web and go to a shopping area to see what stands out most.
- Find, Follow and research a new trend in advertising and or branding, ie fashion, music, tv, products, technology, advertising or lifestyle.
- Build an advertising campaign using that in regards to selling the trend to a CLIENTS already pre-existing product or brand.
- In groups of 3, you will discuss and research on the marketing application of new trends in the consumer market.
- Use magazines, the web and go to a shopping area to see what stands out most.
- Find, Follow and research a new trend in advertising and or branding, ie fashion, music, tv, products, technology, advertising or lifestyle.
- Build an advertising campaign using that in regards to selling the trend to a CLIENTS already pre-existing product or brand.
max. 30 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
This is a practical exercise. You will conduct your work in groups during and outside course hours. This course is held in ENGLISH.
- Wednesday 07.06. 10:00 - 18:00 Seminarraum 2, Währinger Straße 29 1.UG
- Saturday 24.06. 10:00 - 18:00 Seminarraum 4, Währinger Straße 29 1.UG
- Sunday 25.06. 10:00 - 18:00 Seminarraum 4, Währinger Straße 29 1.UG
Aims, contents and method of the course
The course objectives are to discover the complex universe of consumer trends and to appreciate their role in branding strategy.
HISTORY
the evolution of youth culture/trends, marketing companies realising that they can manipulate these youth movements and brand movements by utilising the look, style and feel of the trend.
from the second world war, and baby boom generation ..... teddy boys, beatniks, mods, hippies, rockers, punks, psychobilly, goth, skins then discuss rave cultures explosion with music/the web/video and new technologies and group mind set,
collapsing the state vector of these individual sub genres and youth movements with the transformation of individual node-based subcultures to a more modular collective demographic, utilising the emerging cyber technologies of design, brand awareness, and new emerging media to create the selectively brand loyal techno/advertising/media savvy consumers we are today.
WHY
What are trends and fads?
Why do we need to refer to trends?
- For sales/capturing a market "demographic"
- Tracking trends
- Imposing ones viewpoint
- Setting up a reliable source network
- Applying trends to strategy implementation


discuss - in terms of marketing, design, product ranges, graphic and fashion styles discuss - Talk about the history of youth culture and different approaches to trends,
trendspotting branding, styles
discuss - how media cater to the youth demographic using trends, in music/design/style/visuals
discuss - how trends affect: design/branding and client expectations using examples from 1995 - 2015:
MTV, REcord Labels, MacUser, MuZIK, Loaded and lad culture.....
discuss - how marketers pick up on underground trends, products, social movements like flashmobs etc. and use them to form ad campaigns/sell products.
discuss - trends from the end user experience and the marketing angle. How the underground sub cultures and products grow from underground cultures, beliefs, ideologies and ideas, to collective movements and style
discuss - The global trends in 2013/2014 and what remains
mobile platforms / tablets / flashmobs 'history' / social media / web 2.0 / reactive
branding / ageism in media and marketing / itunes / digital distribution / user generated content / notebooks / apps / kinect / ...
discuss - The global trends in 2015 and what remains
creative code applications /realtime user graphics /consumer branding"YOU"/ realtime branding / interactive video 2.0 /interactive social media / twitter / social media 2.0 'linking of all media" / oculus rift / ... discuss - The role of futurologists. Forecasting the trends of tomorrow or creating the new paradigm for yourself?
Present look at examples of advertising and marketing tricks and techniques from derren brown and charlie brookers production and TV experience. Hands-on experience of kinect, video mapping technology and oculus rift in class.
HISTORY
the evolution of youth culture/trends, marketing companies realising that they can manipulate these youth movements and brand movements by utilising the look, style and feel of the trend.
from the second world war, and baby boom generation ..... teddy boys, beatniks, mods, hippies, rockers, punks, psychobilly, goth, skins then discuss rave cultures explosion with music/the web/video and new technologies and group mind set,
collapsing the state vector of these individual sub genres and youth movements with the transformation of individual node-based subcultures to a more modular collective demographic, utilising the emerging cyber technologies of design, brand awareness, and new emerging media to create the selectively brand loyal techno/advertising/media savvy consumers we are today.
WHY
What are trends and fads?
Why do we need to refer to trends?
- For sales/capturing a market "demographic"
- Tracking trends
- Imposing ones viewpoint
- Setting up a reliable source network
- Applying trends to strategy implementation


discuss - in terms of marketing, design, product ranges, graphic and fashion styles discuss - Talk about the history of youth culture and different approaches to trends,
trendspotting branding, styles
discuss - how media cater to the youth demographic using trends, in music/design/style/visuals
discuss - how trends affect: design/branding and client expectations using examples from 1995 - 2015:
MTV, REcord Labels, MacUser, MuZIK, Loaded and lad culture.....
discuss - how marketers pick up on underground trends, products, social movements like flashmobs etc. and use them to form ad campaigns/sell products.
discuss - trends from the end user experience and the marketing angle. How the underground sub cultures and products grow from underground cultures, beliefs, ideologies and ideas, to collective movements and style
discuss - The global trends in 2013/2014 and what remains
mobile platforms / tablets / flashmobs 'history' / social media / web 2.0 / reactive
branding / ageism in media and marketing / itunes / digital distribution / user generated content / notebooks / apps / kinect / ...
discuss - The global trends in 2015 and what remains
creative code applications /realtime user graphics /consumer branding"YOU"/ realtime branding / interactive video 2.0 /interactive social media / twitter / social media 2.0 'linking of all media" / oculus rift / ... discuss - The role of futurologists. Forecasting the trends of tomorrow or creating the new paradigm for yourself?
Present look at examples of advertising and marketing tricks and techniques from derren brown and charlie brookers production and TV experience. Hands-on experience of kinect, video mapping technology and oculus rift in class.
Assessment and permitted materials
Assessment :
- In groups of 3, discuss and research on the marketing application of new trends in the consumer market.
- Use magazines, the web and go to a shopping area to see what stands out most.
- Find, Follow and research a new trend in advertising and or branding, ie fashion, music, tv, products, technology, advertising or lifestyle.
- Build an advertising campaign using that in regards to selling the trend to a CLIENTS already pre-existing product or brand.
- In groups of 3, discuss and research on the marketing application of new trends in the consumer market.
- Use magazines, the web and go to a shopping area to see what stands out most.
- Find, Follow and research a new trend in advertising and or branding, ie fashion, music, tv, products, technology, advertising or lifestyle.
- Build an advertising campaign using that in regards to selling the trend to a CLIENTS already pre-existing product or brand.
Minimum requirements and assessment criteria
You will need to come up with creative new concepts.
Examination topics
Following an introduction into the history of brands and youth cultures/trends, you will work hands-on as a team of 3 and build an ad campaign that uses new trends in regards to selling an already existing product or brand.
Reading list
Ad Age, creative review, Wired Magazine.
Association in the course directory
Last modified: Mo 07.09.2020 15:38
Es wird der Ablauf simuliert von der Produkt-Idee über den Pitch bis zur Kampagnen-Realisierung. Permanentes Training.Die Studenten erwerben solide Kenntnisse der Konzeption und Umsetzung einer Werbekampagne und lernen, wie man kreativ im Team arbeitet und vor Kunden präsentiert.