1. JAZZ COMMUNICATIONS Advertising in brief

2. BEFORE YOU WATCH: 1 Discuss your answers to the following questions: 1.Describe the kind of people that you think would be interested in the following products: a digital camera, washing powder, a lawn mower, a pick-up van, low-fat milk. Add to this list. 2.Think of your favorite TV commercial or a print advertisement, and try to describe what makes it so special to you. 3.Try to imagine what information an advertising agency needs before they start producing an advertising campaign for a product. Select one of the products above to answer.

3. WHILE YOU WATCH: 2 Are the following statements TRUE or FALSE? 1.The company doesn’t have a Director. 2.The person who interfaces with a prospective client is called the traffic manager. 3.The company develops visual concepts and ideas for television commercials, advertising campaigns, and product designs. 4.Proposed ideas for clients are presented in a 2-5 page document called a marketing or communications script. 5.Everyone needs to know what they do in the company and do it. That is why advertising agencies don’t need a hierarchy. 6.Because the company is not successful, their normal working day is very chaotic.

4. WHILE YOU WATCH: 3 Listen and fill in the gaps: 1. Before I go to the advertising agency I should absolutely make clear what is my target, what´s the key message I want to deliver to my ___________ _____________. 2. Target audience, __________, absolutely – when should I start – if it is next week or maybe next year… 3. If I have the information I will put it in the ________ so that the agency knows the market and the situation. 4. ___________ are, let´s say, screen pictures of a future TV spot, 5. ….if I have this or that amount of money, and then most important is to _______what is required from the agency, what the agency should _______. 6. So, the longer people work in advertising, the more this _________ they use, ……

5. TEAMWORK: With a partner, write down your own English definitions to the following expressions. Exchange answers with another group of two, making yourself a group of four. Which group’s definitions are better across the two groups? Agree on which definitions to use for each word. When this group of 4 is finished their task, find another group of 4 and compare answers. Select best definitions across the two groups of 4. Repeat the proces until there is one set of definitions for each group of 8, and all the groups agree on one set of answers. AFTER YOU WATCH: 4 Defining Terminology

6. AFTER YOU WATCH What definitions did you find for following expressions: TARGET AUDIENCE TRAFFIC MANAGER MARKETING BRIEF BUDGET LIMITATIONS STORYBOARD NEWSPEAK

7. TARGET AUDIENCE Before I go to the advertising agency I should absolutely make clear what is my target, what´s the key message I want to deliver to my target Audience.

8. TARGET AUDIENCE THE SPECIFIC GROUP OF PEOPLE TO WHICH THE ADVERTISEMENT IS DIRECTED

10. STORYBOARD If the agency should deliver only a key visual and then we think if we will put it on TV, on the Internet or print or if I need so called storyboard, for example.

11. STORYBOARD A SERIES OF DRAWINGS OR IMAGES SHOWING THE ORDER OF IMAGES FOR A VIDEO SHOT

12. With these two exercises, you and your team of 2 to 3 other people will role play that you own your own advertising agency. In these tasks, your first job is to prepare a marketing brief for a new product look and your second job is to develop a storyboard for a new political campaign slogan. Your group will present the finished work to the rest of the groups for voting on the best creative idea and script. 1.INNOVATION : Think of eight products which absolutely don´t interest you as a member of a target audience. Make a list. Analyze their advertising campaigns, their communication strategies and their images. Select one of the eight products and creatively analyze how changing the way it is presented or looks like and how it is advertised would make you interested in buying the product. Develop a short script and creative idea how to promote it with a new message and look. Present your marketing script with visual sketches. AFTER YOU WATCH: 5 Role Play Part I

13. NEWSPEAK Usually, even if you are in the Czech Republic, it´s a custom that usually it´s written in English, this is funny because most of what we call an agency newspeak, there are no Czech equivalents to brief, So how should we translate brief into Czech?

15. NEWSPEAK LANGUAGE USED BY A SPECIFIC GROUP OF PEOPLE WHICH OUTSIDERS MAY NOT UNDERSTAND LANGUAGE USED BY A SPECIFIC GROUP OF PEOPLE WHICH OUTSIDERS MAY NOT UNDERSTAND

16. 2.RESEARCH AND DEVELOPMENT Do you agree that how the news is presented is a form of advertising? Why or why not? Look up the word ‘newspeak’ and revisit its definition. How does the meaning of the term function in politics today? Find some examples from the word’s original meaning and the way it is used in the video. When you understand possible meanings for the term, you will be prepared to use the term newspeak in the following exercise below. CAMPAIGN SLOGAN: Your company is being approached by a political campaign to create a new slogan for their candidate. You are being consulted to develop a strategy to defeat their opponent and win public office. Develop a campaign slogan and how to use it using newspeak about a current event or issue concerning the public. Develop a script for a political ad using newspeak to help win over new voters to the politician’s point of view about the topic. For the campaign, create the profile of the politician and the office they are running for. Make a storyboard of the slogan and how it will be used to help the politician win the election. AFTER YOU WATCH: 5 Role Play Part II

17. 1.Why do you think the company uses the word ‘Jazz’ in their name? 2.Do you like to work alone or as a member of a team? What kinds of tasks do you like to do alone and what kinds of tasks do you like to do in a group? 3.On a scale of 1-10, how well do you work as an equal member of a team? Explain your answer. 4.How do you manage stress in your life? How do you react to the stress of others? Give an example of good and bad stress. 5.How do you generally react when you are under great pressure to meet tight deadlines? 6.What aspects about the advertising field support the daily work environment being chaotic? How would you personally manage chaos if you worked in an advertising agency? AFTER YOU WATCH: 6 Think About It

18. 7. The advertising environment today is multicultural and multinational. How sensitive are you to the values of other cultures? Make a list of the cultures you have had interaction with and on a scale of 1-10, rate yourself in sensitivity to accepting the cultural differences of others. Try to be honest. 8. Think about how advertising affects your life today. What kinds of advertisements do you look at? How often do you look at them? How much time a day do you look at media with advertisements? 9. What kinds of advertisements do you dislike? Why? What kinds of advertisements are appealing to you? Make a list and compare the qualities between the two groups: ’ I personally dislike advertisements that’ and I find advertisements appealing when….’ 10. If you could change the way that advertisements look, what would you change? If you could change the message behind advertisements, what would you want them to say? AFTER YOU WATCH: 6 Think About It