92.9 KICK-FM

creative writing test
news release

radio ad
big picture questions

compare concept vs concept
give  opinion on, etc

Branding - products personality
thing that makes us go "THAT'S ____"
brand mascot -- incarnation/personification of the brand
brand consistency
personal branding - focus/goodwill/susperstar "internet famous"
corporate history - name, history, trademark, logo, colours, products, CEO, employees, media coverage, policies

Research

Define problem
Hypothesis
Design Study/Measurement
Secondary Research
Sample Size
Study- Get data
Analyze Data
Interpret Data
Communicate results
Surveys

• Opening statement
• general/easy questions first
• logial order
• 10 questions or less
• semantics/timing/context
• pretest

Fact sheet

• pretest

Writers Craft Personal Essay

Essays always have a variety of components (the bits and peices of experience/fact/reference/commentary with which they are constructed).

They also have a structure (the shape they impose on the experience)

They often also have a strategy (what they intend the structure to do to the reader) -- which affects tone and style and the compents or building blocks used.

Most effective personal essays move back and forth smooothly between some kind of recapitulaation of events and commentary on them.

Generally it's best not to announce your topic (no thesis)

Try to avoid a formal conclusion

branding

Apple
Google
IBM

Canadian Brand

1. thomson reuters
2. TDbank
3. Royal Bank
4. Blackberry
5. Shoppers Drug Mart
6. Tim Hortons
7. Bell
8. Rogers
9. Scotia Bank
10. BMO

Disney handles RCMP brand

Branding

•  products personality
•  consistency
•  adds value
•  differentiates

Different kinds of brands:

• individual brands - different names
• family brand
• Private label
• licensed brands

Brand Loyalty

Price inelasticity prices stay the same

Brand equity - high brand equity makes you more competitive

Brand extension

PR

Persuasion
self interest, event (dennis miller after 9/11 he switched from liberal left to yay war)
opinion leaders

• formal - Barack Obama - his job to be an opinion leader
• informal - mom- "trust agents"

Identification Principle

"State your message in terms of how it affects your audience"

Harold Laswell

8 different appeals

power, respect, well being, desire for affection, money, skill, enlightenment, physical and mental vitality/attractiveness

Action Principle

Provide easy means of action to lessen the likihod people will shrug off your appeal.

People are lazy.

bring it to you

Familiarity and Trust

we buy ideas only from those we trust.

celebrity endorsements/testimonials

clarity

the situation must be clear and unequivocal

black and white 

PR

Persuasion
self interest, event (dennis miller after 9/11 he switched from liberal left to yay war)
opinion leaders

• formal - Barack Obama - his job to be an opinion leader
• informal - mom- "trust agents"

Identification Principle

"State your message in terms of how it affects your audience"

Harold Laswell

8 different appeals

power, respect, well being, desire for affection, money, skill, enlightenment, physical and mental vitality/attractiveness

Action Principle

Provide easy means of action to lessen the likihod people will shrug off your appeal.

People are lazy.

bring it to you

Familiarity and Trust

we buy ideas only from those we trust.

celebrity endorsements/testimonials

clarity

the situation must be clear and unequivocal

black and white 

Media Production TV

Need to purchase: 
DVCAM 60/124 min full size tape

Tripods -- double checked they are locked in position before putting the camera on.
In tripod case -

• Pan/Tilt bar - goes in on a 45degree angle. Tighten until snug.
• Plate- what the camera attaches to, like a snowboard boot binding- triangular portion goes forward, slide until you hear a click. Tighten until snug.

2 or 3 is a good setting for the fluid head of the tripod, not zero. Zero is silly.

It has to be level.

Check the carpenters level/bubble and level out by loosening the head. Tighten until snug.

Cameras -- match up triangles on camera and camera plate, and snap in until you hear a click.
Press button to release: easy in, easy out. (that's what she said)

Side pocket of the camera bag:

• batteries ($350) -- must be kept warm in winter. Push button - green lights indicate charge. Battery snaps in to back of camera, push button for release

To turn camera on... click on.

Look for slider release and open tape door. Tape door is flimsy, be careful.

Tape will only go in one way.

If it doesn't go in nicely, don't jam it in. If you don't do it properly it will reject it. (that's what she said)

View finders are black and white so they are easier to focus, but there is a colour viewfinder on the side of camera. Most professional cameras do not have colour viewfinder.

Front of lens is focus. Zoom in all the way, focus, zoom out.
Right behind focus is zoom ring, but we have to use the toggle switch.
ND filter (neutral density) tells camera is you are indoors or outdoor.
Indoors: ND filter set to off.
Outdoors on crummy day: ND filter set to 1.
Outdoors on sunny, bright day: ND  filter to 2.

Autofocus is for losers.

Iris -- controls lens aperture.
Open up to let more light in, close to shut out light. Works like an F-stop in a DSLR  camera.

Last thing you have to do before you shoot - white balance.

White Balance tell the camera what type of light you are shooting under.

1. Get a blank piece of white paper and hold it in front of camera.
2.  Zoom in to completely cover picture.
3. WHT BAL- silver knob
4. Hold up until flashing icon on viewfinder stops flashing.

If you don't set the white balance people will look blue or green.

No. 

Gain should be on L (low/normal). Gain brightens the picture but desaturates the colour and makes it grainy..

Make sure the light source is at your back -- do not shoot towards a window or your subjects will be backlit.

You are now ready to shoot.

Wide shots: fill frame as much as possible. Do not waste space.

Close up: Head and shoulders. Leave lead room, offset subjects just a little.

With close ups, look for psychological closure: you don't need to see it all to know what it is.

Look for depth. Look for things in foreground, middleground and background.

Pans. End of the pan in the most important shot, so end on something good.

Zooms. You don't see zooms, you see dollys. Dollys make things more personal. Zoom brings things closer through a lens, a dolly brings you physically closer.

Keep these short and smooth.

Homework: watch television and look for camera moment, psychological closure, and depth.

Moral of the day: Take GOOD care of the equipment.

Advertising -- What makes an ad illegal?

What makes an ad illegal in Canada?
False/Misleading

Competition Act (CA) gov't regulated


Ad Standards Canada - group of advertisers regulating ads
breaking rule in CA -- fines up to 1 million, or jail time

False/Misleading

• promises you can't make or keep (eg. restores youth)
• incomplete description (eg. oak table when it has parts made from plastic)
• comparison (eg.papa johns vs. pizza hut) 
• bait and switch (eg. advertise one product and not have it, but offer more expensive version)
• puffery (eg. claims close to reality that can't be backed up)
• deception (visual distortion or false demonstration)
• false testimonial (celebs need to actually be on meds they're advertising)
• partial disclosure (medical side effects = full disclosure)
• small print

Viagra ads don't need full side effects disclosure because they don't promise medical benefits. They sell a lifestyle.

Advertising is deceptive, manipulative, makes us materialistic, etc.

BUT advertising encourages competition, new productions, boosts the economy, etc.

Best ad technique? Honesty.

Advertising makes you think.