2 pts Extra Credit

2 pts Extra CreditAd Age 2010Marketer of the YearHerg 2/9 5:30pm

Can being banned be a big idea?

Audience Understanding Homework

What did you learn•How would you climb the benefits ladder?•What need would you focus on?•How did you come to that conclusion

(what type of insights did you find?

Positioning statement•For target audience Weight Watchers is

the frame of reference that benefit

Big Idea of the Day

People not like me

Personal project•Choose a product or brand focused on a

target very different than yourself.•Young vs. Old•Male vs. Female•Blue Collar vs. White Collar•Enthusiast vs. Casual User•Etc.

Become Expert•Product•Competition•Marketplace•Your target consumer (qual research is a

must)

Due Date:Last class before Spring Break

March 9-10, 2011

Deliverables: to me•1 full page each (product insights,

marketplace insights--incl. Simmons, consumer insights)

•Report from qualitative research (3pages)•Positioning Statement•Design persona(s)•Creative brief•Big idea (print, TV, and/or web)•One paragraph summary of why your idea

is a “big idea.”

PresentaionsTwo classes after Spring Break

Presentations: to class•7 minutes— “pecha kucha”•Product (two)•Marketplace (two)•Qualitative research report—Target

description/Insight(s) (eight)•Proposition/Support (two)•Big Idea! (two)

Qual research will be the keyHandout

Use the rest of class surf and consider alternatives•Search MRI +•Search your brain•Read articles•Send me an email before next class with

your choice and why it meets the criteria of “people not like me.”