Defining/describing a resume

1. Resume vs. curriculum vitae
Resume is personalized summary, curriculum vitae is collected accomplishments ("course of life")
2. Resume vs. Data-sheet vs. job letter
Job letter interprets resume
3. Importance of prioritization/selection
4. Need to customize/modify handout samples
5. Style is not format
Format is physical layout
Style is an assumption behind resume - listed by skills, backed by facts/ experience
6. No "magic" resume
7. Resume is not a work of art, it is a wardrobe and needs constant updating.
8. Your audience is a busy gatekeeper

propaganda - one side
PR- two sided communication
audience doesn't care about message,
public has some degree of interest
adience is external,
 public is stock holder, employees, customers, etc
publics arise with issues

target market
marketing -- "how does this make me more money"
Market = money

Market Segmentation (creating markets and finding market to target)

• -define market potential (what is the total demand for pants in the US?)
• -needs/want (most likely to buy product)
• -groups (combine markets with most potential)

Geographically speaking - segmenting people by region
Demographics - statisical segmentation including sex, age, gender, race, income etc
Psychographics - value, attitude, lifestyle and personality segmentation

User status of target market -

• sole user  is someone who is brand loyal
• semisole user loves your brand but will use something else
• discount users loves your product but will only buy it on sale
• aware-non trier
• trial rejectors  - tried your product but ultimately do not like it
• repertoire - people who have no brand loyalty at all

Usage rate
define people buy amount of consumption

Purchase occasion

define people buy when they buy (ie airline tickets during holiday seasons)

Benefit - buy them for the benefit

Prizm Lifestyle lookups

find the money and go for it

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