Study Guide CREATEDATE 2/13/08 5:20 PM - Image ? the production of something that the audience can identify with - Brand ? a promise of reliability or authenticity Realistic Long-lasting Consistent - Topoi ? the options or basket of ideas Topoi exists within the product Ex. Diet Coke will make you thin, cool Possibilities of the product Slew of ideas associated with making a certain decision Encourages choice Natural questions coming off of topoi: How do you go about talking about it? What are the ideas you want to show to people? How do you get the ideas across? - Filters ? what communication goes through to reach the audience How you choose to receive it, what you choose to pay attention Television, radio, etc. - Ethos: credibility, how people receive you Aristotle: Intelligence Moral character Good will Boornstein: With image you can affect the audience Goal: to persuade the easily persuadable audience Influences ability to get idea across - Enthymeme ? causing audience to draw certain conclusions on their own Ultimately up to the person Not always expected conclusion Longer lasting if you come up with it on your own - Environmental rhetoric ? how aspects of an environment influence ideas - Perspective by incongruity ? two dissimilar things together to illuminate Their differences The truth - Pseudo event ? an event that is made to be recorded Contrived occurrence Has a distinct aim/goal - Third Eye ? the ability to look at something objectively, biases aside - Willing suspension of disbelief ? ability to engage in fiction as an actuality - Sudden immersion ? being thrown into something without any context, and having to pick up the clues on your own Vaguely specific to music Also, movies ? thrown into car chase at start, not completely lost - Marketing strategies: Creating visibility Concept development Determine type and character Concept testing: does it work for you? Concept refinement: adapt to test results Concept actualization: become the concept Perform an audit Competition Trends Strengths/weaknesses Opportunities/threats Main issues The vision Strategy Other relevant strategies: Synergistic experiences Star power // selling people Platform agnostic (integrating technology, using different channels) Barnstorming ? event coming to you Living room strategy steps reshaping your image brand transformation
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