Even after the plans book is finalized and ready to print, the media is still always coming to question, especially now with us moving towards the presentation part of the course. I am not a part of the presentation team, but they still need all of us to participate and make it the best it can be. The media team is making sure the presentation team are prepared for questions that might be asked about the media plan. It has been frustrating that the team doesn't understand the plan at all, and sometimes it is hard to explain. I feel like the team wasn't really that involved with the media, so when questions arise, no one else understood the plan. I also felt awkward when the numbers did not apply or were not correct. I felt like I failed the team and make it harder for everyone not only to fix it, but that the campaign was not as great because of the media plan. It was upsetting to see that our work was not enough.
I think this is important for this class because it shows people that they need to understand every aspect of the campaign, not just their part. People need to look at every aspect and think, well does this make sense? Will it work? Media is one of the most important parts of any campaign, and should be invested into just as much as the creative's are. I understood that the rest of the class was busy and could not fully participate, but a little extra help could not have hurt us. I feel that the next group who become Media Directors should start right away looking up prices and estimates for everything, that way when something comes up or when everything is figured out for which media should be used, they can just look up the prices they already have and use those. It might be unrealistic to do this, but at least it will give them somewhat of a head start to lead them on their way. In the end, the media should have been revisited multiple times, but that is just something we have to learn from our mistakes. Blaming and pointing fingers will get us no where, and the campaign could suffer. For me, the plan and the flow chart were the media teams blood and sweat, and to see it be rejected is just heartbreaking. It was worth the struggle, and hopefully we will be able to take what we learned and run with it.
Bests,
Lisa
Sunday, April 17, 2011
Sunday, April 3, 2011
Moving Forward...
Gearing towards the end of this semester, I have to reflect back on this class. Being a part of the media planning process has been extrememly stressful, but definately worth it. To be able to look at the plans books and see the two pages that Amanda, Tim and I have done, its amazing how far we have come.
The past two months have been a roller coaster. The media team worked overtime to find numbers, contact people, find impressions, and everything under the sun to make our media plan the best it can be. We even got into some problems. Television was the hardest to find, and thankfully our professor was there to help us find numbers. It took weeks to finalize the flowchart and figure out which research to use, and which to dump. The rest of the class was just as stressed, finalizing every single detail for the plansbook and the campaign as a whole. We learned how to work together as a team. At times, we might have snapped at each other, but in the end our hard work has finally pulled off. Now, I see commercials and wonder how they figured them out. I notice more where advertisements are being placed, and wonder why they put them there. For Ad Decision Making, we are discussing the Media Plan now, and my mind goes straight to the flow chart, wondering what this one will look like compared to the JCPenney one. I am thinking like a Media Planner, something I never thought I would be able to do. I think about campaigns I see, and wonder what else was put into it, and even think about what that plans book would look like. I feel more like an advertiser then just a student in a class.
During the process, Media Planning was intense to say the least. The team couldn't find numbers, we look everywhere for them, and the people we contacted never responded. It was frustrating, which made me wonder if I wanted to do Media Planning as a job after school. But now, I understand it more than before. I appreciate it more, and how advertisers figure out every little detail out. Knowing the ins and outs is definately better in the long run. It is a fairly new area to advertising, and I hope that interviewers will see that and think, 'she understands this, she could be a great asset to the agency.'
This is important for this class because it shows how far the team, and the media team, have come. Two months ago we had nothing, and now we have a full media plan, with flow chart and all. I am proud of the media plan, and get excited when I show it to people. Future Advertising competition people should start media early, and think about it as soon as possible. They should make sure to consider every scenario, even if it seems impossible. I'd rather you try to fit another avenue of media, then come short of the budget. Use up the budget as much as possible. This looks good in the judges eyes, and lets them know you tried your best to make it happen. It is important to understand that yes, the competition is intense, its time consuming and at first, you wish you never signed up for it. In the end, it will not only look amazing on your resume, but you will feel more confident going into a job, or even a interview, because you understand what an agency is like. The stress, the late hours, and the hard decisions, its all there. It is preparing you for everything that is going to happen when school is all over, and that is better than just sitting in a class and wondering about it.
Bests,
Lisa
The past two months have been a roller coaster. The media team worked overtime to find numbers, contact people, find impressions, and everything under the sun to make our media plan the best it can be. We even got into some problems. Television was the hardest to find, and thankfully our professor was there to help us find numbers. It took weeks to finalize the flowchart and figure out which research to use, and which to dump. The rest of the class was just as stressed, finalizing every single detail for the plansbook and the campaign as a whole. We learned how to work together as a team. At times, we might have snapped at each other, but in the end our hard work has finally pulled off. Now, I see commercials and wonder how they figured them out. I notice more where advertisements are being placed, and wonder why they put them there. For Ad Decision Making, we are discussing the Media Plan now, and my mind goes straight to the flow chart, wondering what this one will look like compared to the JCPenney one. I am thinking like a Media Planner, something I never thought I would be able to do. I think about campaigns I see, and wonder what else was put into it, and even think about what that plans book would look like. I feel more like an advertiser then just a student in a class.
During the process, Media Planning was intense to say the least. The team couldn't find numbers, we look everywhere for them, and the people we contacted never responded. It was frustrating, which made me wonder if I wanted to do Media Planning as a job after school. But now, I understand it more than before. I appreciate it more, and how advertisers figure out every little detail out. Knowing the ins and outs is definately better in the long run. It is a fairly new area to advertising, and I hope that interviewers will see that and think, 'she understands this, she could be a great asset to the agency.'
This is important for this class because it shows how far the team, and the media team, have come. Two months ago we had nothing, and now we have a full media plan, with flow chart and all. I am proud of the media plan, and get excited when I show it to people. Future Advertising competition people should start media early, and think about it as soon as possible. They should make sure to consider every scenario, even if it seems impossible. I'd rather you try to fit another avenue of media, then come short of the budget. Use up the budget as much as possible. This looks good in the judges eyes, and lets them know you tried your best to make it happen. It is important to understand that yes, the competition is intense, its time consuming and at first, you wish you never signed up for it. In the end, it will not only look amazing on your resume, but you will feel more confident going into a job, or even a interview, because you understand what an agency is like. The stress, the late hours, and the hard decisions, its all there. It is preparing you for everything that is going to happen when school is all over, and that is better than just sitting in a class and wondering about it.
Bests,
Lisa
Thursday, February 3, 2011
A New Chapter...
It has been a very long and the team and I are still getting into the swing of the new semester. Over break, Amanda, Tim and I discussed media and our plan for the campaign. We looked through everything we could think of according to Television and Magazines. There is so much information, we are going to need to narrow everything down. The team all came in early for advertising, and it was an extrememly productive weekend. The media group also got more insight into what we needed, with the information we recieved from the IMC group and all of their ideas. They had various ideas, including direct mail, coupons and photo booths. Hopefully, creatives can also give some insight so we can narrow things down. I liked the idea of the war room during our meetings together. Having all the pictures, words and lists around us helps to think and visualize what needs to get done. Those words could trigger something else that we might need for later or even a slogan we can use for the commericals. It also felt like we were a real agency, with everything surrounding us while we discussed things. Visuals really help with the process.
Although we did get a lot done, I am nervous about everything that still needs to be done. It is only a few weeks before our Plans Book is due and we are in crunch time. Everyone needs to participate at their fullest potential, me included. I took so many pictures over our meetings, but I want to take more and make sure the ones I have are of the best quality. I am crazy like that with my pictures. This weekend, the media team will be meeting again to look at prices for television and out of home. We can see what the creatives say, and hopefully they can help us choose whether to run one or two ads on TV. Our last class was a great way to think about the emotions behind buying, which is definately something we, most of us being girls, think about all the time. It helps us to consider what would go better with our ideas, to gear toward one emotion more than another.
I think this is important part of the class because we really did do a lot during those meetings, as well as last semester. Even so, we still have a long way to go. We are gearing up for late nights and hopefully no one fighting in the end. The next class should realize that they need to do as much as they can during the first semester, like the research, and over the intersession. That will help out so much with the rest of their campaign. Its better than scrambling at the end and having a horrible compaign. Hopefully, we will not have to scramble. Lets see how Monday goes again. I am nervous, but excited for whats to come.
Bests,
Lisa
Although we did get a lot done, I am nervous about everything that still needs to be done. It is only a few weeks before our Plans Book is due and we are in crunch time. Everyone needs to participate at their fullest potential, me included. I took so many pictures over our meetings, but I want to take more and make sure the ones I have are of the best quality. I am crazy like that with my pictures. This weekend, the media team will be meeting again to look at prices for television and out of home. We can see what the creatives say, and hopefully they can help us choose whether to run one or two ads on TV. Our last class was a great way to think about the emotions behind buying, which is definately something we, most of us being girls, think about all the time. It helps us to consider what would go better with our ideas, to gear toward one emotion more than another.
I think this is important part of the class because we really did do a lot during those meetings, as well as last semester. Even so, we still have a long way to go. We are gearing up for late nights and hopefully no one fighting in the end. The next class should realize that they need to do as much as they can during the first semester, like the research, and over the intersession. That will help out so much with the rest of their campaign. Its better than scrambling at the end and having a horrible compaign. Hopefully, we will not have to scramble. Lets see how Monday goes again. I am nervous, but excited for whats to come.
Bests,
Lisa
Monday, December 13, 2010
Final Journal Entry for Fall
The semester has finally ended. It definately flew by. We have done a lot so far, especially when it comes to research. Over break each group will be doing their own projects. Its going to be hard to do work over break, but it will definately be worth it. For the Media Planning group, Amanda and I met with Dr. Mohammed and dicussed Simmons. Now that we both know how to use the program, getting the Media Plan together will be a lot easier. Although Media Planning is not easy, it is a start though. I will be looking up the TV part of everything, while Amanda will be looking up the magazine. Tim will then call and look up the pricing for everything
As for the class, we definately have come together as a team and discussed a lot of things. We might not agree on everything, but we do talk it out, and not let these things get to us. I hope maybe next semester we can switch up the mini groups though. I did like my group, but I think it owuld be beneficial to switch things up so we can all get different perspectives on things, and not the same ones generated from the same groups. It will help the class to bring themselves closer as a team evenmore.
I think this applies to the class because we have to consider everyones ideas, and make sure they not only fit with the research but also with what JCPenney is asking us to do. Its important to consider every possible option, and then knock them away as we go along. We need to keep the ball rolling, even when we are not at Scranton. Hopefully when we do go back at the end of January, we will not only be refreshed but full of creatives ideas. Till then, have a great break!
-Lisa
As for the class, we definately have come together as a team and discussed a lot of things. We might not agree on everything, but we do talk it out, and not let these things get to us. I hope maybe next semester we can switch up the mini groups though. I did like my group, but I think it owuld be beneficial to switch things up so we can all get different perspectives on things, and not the same ones generated from the same groups. It will help the class to bring themselves closer as a team evenmore.
I think this applies to the class because we have to consider everyones ideas, and make sure they not only fit with the research but also with what JCPenney is asking us to do. Its important to consider every possible option, and then knock them away as we go along. We need to keep the ball rolling, even when we are not at Scranton. Hopefully when we do go back at the end of January, we will not only be refreshed but full of creatives ideas. Till then, have a great break!
-Lisa
Tuesday, November 30, 2010
Observations and Interviews
The semester is coming to a closer yet the team has only skimmed the surface on this campaign. Over the Thanksgiving break, the team had to do 10 osbservations, as well as 5 interviews. We also had to prepare the Media Plan, and soon a rough plans book.
For the observations, I went to the JCPenney in Roosevelt Field Mall, on Long Island. It was the dayafter Black Friday, so the mall was pretty packed. I observed 10 women and their shopping habits. Most of them were with children or friends, asking them for advice and browsing. Out of the 10 women, only a few bought the clothes they were looking at, or they just seemed to walk away. One women was in the home good section and she did not look pleased with the selection they had. Another women didn't like the quality when it came to sweaters. It was interesting to watch people and see how they shopped. Most were so busy, they just skimmed at everything. Children were pulling at their heals, the prices were checked, the brands and the quality. The store was cramped and confusing, the signs were small and I only found one directory. I couldn't find departments easily, and the signs didn't help me much. I notice there wasn't a Sephora at this store (it's in the mall and not in JCPenney). After all the observations, it gave me a good insight into what women do when they shop, and the things JCPenney needs to change.
I also did 5 interviews. 3 of them were my cousins, and 2 were my brothers girlfriends. One was a huge Kohl's fan, and expressed her loyalty to them, yet still shopped at JCPenney. Two refused to shop at JCPenney because they didn't have quality clothing, which also did not fit them properly. It was interesting to hear what the women did all day, and what they did like. The ranking of JCPenney was average, so that is something to consider when we look at the campaign.
Overall, this pertains to the class because it is a great way to look at JCPenney customers and actually interact with the women, instead of just reading statistics on an online survey. The class needs to do so much research, and making us do observations and interviews will definately help us in the long run. Over the long break, we really need to analyze this information and figure out definitive answers to our questions. The lesson in this is: research is a long ongoing process. We need to do it. It's a big pain, but the more we have, the better. As for the rest of the time in class, our group put together a Media Plan. As one of the Director's of Media Planning, we will have to look through all four of these and pick a rough media plan for the rough plans book. Over break, Amanda, Tim and I will be able to look at it more throughly and pick the best plan we can pick. Hopefully, our classmates made plans that coincide and can help us when picking media.
In the end, this class was worth it. Even though we have so much work to do, and the class isn't even close to being over in the long term sense, it is something all Advertising tracks should do. It brings you into the team and campaign like atmosphere and forces you to do every little aspect of a campaign. So until the end, we will keep driving and keep making our plan the best there is.
Bests,
Lisa
For the observations, I went to the JCPenney in Roosevelt Field Mall, on Long Island. It was the dayafter Black Friday, so the mall was pretty packed. I observed 10 women and their shopping habits. Most of them were with children or friends, asking them for advice and browsing. Out of the 10 women, only a few bought the clothes they were looking at, or they just seemed to walk away. One women was in the home good section and she did not look pleased with the selection they had. Another women didn't like the quality when it came to sweaters. It was interesting to watch people and see how they shopped. Most were so busy, they just skimmed at everything. Children were pulling at their heals, the prices were checked, the brands and the quality. The store was cramped and confusing, the signs were small and I only found one directory. I couldn't find departments easily, and the signs didn't help me much. I notice there wasn't a Sephora at this store (it's in the mall and not in JCPenney). After all the observations, it gave me a good insight into what women do when they shop, and the things JCPenney needs to change.
I also did 5 interviews. 3 of them were my cousins, and 2 were my brothers girlfriends. One was a huge Kohl's fan, and expressed her loyalty to them, yet still shopped at JCPenney. Two refused to shop at JCPenney because they didn't have quality clothing, which also did not fit them properly. It was interesting to hear what the women did all day, and what they did like. The ranking of JCPenney was average, so that is something to consider when we look at the campaign.
Overall, this pertains to the class because it is a great way to look at JCPenney customers and actually interact with the women, instead of just reading statistics on an online survey. The class needs to do so much research, and making us do observations and interviews will definately help us in the long run. Over the long break, we really need to analyze this information and figure out definitive answers to our questions. The lesson in this is: research is a long ongoing process. We need to do it. It's a big pain, but the more we have, the better. As for the rest of the time in class, our group put together a Media Plan. As one of the Director's of Media Planning, we will have to look through all four of these and pick a rough media plan for the rough plans book. Over break, Amanda, Tim and I will be able to look at it more throughly and pick the best plan we can pick. Hopefully, our classmates made plans that coincide and can help us when picking media.
In the end, this class was worth it. Even though we have so much work to do, and the class isn't even close to being over in the long term sense, it is something all Advertising tracks should do. It brings you into the team and campaign like atmosphere and forces you to do every little aspect of a campaign. So until the end, we will keep driving and keep making our plan the best there is.
Bests,
Lisa
Thursday, November 18, 2010
Creativity At Its Best
The team has finally implemented the survey within facebook, as well as through the alumni network. We have already 270 women take the survey and so much more to come! The alumni network has become a great resource for us to use, and hopfully we can use that network again for future reference. Each of us was assigned a specific year. Within that year, we had to e-mail every alumni women we wanted in hopes that they would take our survey. It was a painstaking process, since there are so many women in the network! It was all worth it though, since so many people have already responded by taking the survey. The interviews and the focus groups are still in the works, and I am nervous we won't have the information before the semester is over.
Recently, we have been doing in class excersizes for creativity, and have been coming up with a lot of great ideas. My mini group and I have come up with some commercials as well. Some of our ideas are as follows:
A woman walks into an empty apartment with a JCPenney’s bag as movers bring in furniture. She then leaves the apartment. The woman opens the door again, this time the apartment is filled with furniture, and she is holding another JCPenney’s bag. She pulls out a dress this time. You then see her leaving the apartment with the dress on. The door opens for the last time and the women is seen pregnant followed by her husband. She is carrying a JCPenneys’ bag and pulls out baby clothes. The woman is then seen carrying a toddler wearing the new clothes. The tagline reads: JCPenney, with you along the path of life.
Another one we thought of is a women emergin from a jungle, dirty, tired, pushing a stroller and having her children tug at her. In front of her is a path and at the end is JCPenney. The commercial goes with her walking toward JCPenney's, slowly smiling as she goes. The tagline reads: Let JCPenney pull you through lifes jungle.
Another idea was a women at a gym, and someone asks her where she got her shorts. The same women is a party, and somewhere asks here where she gets her outfit. The same women is then seen at a babyshower, shower her friends the gift she just got. She then responds each time that the items are from JCPenney, and the other women one by one respond with really? This shows that they are surprised that the items are from JCPenney because they are of good quality, who knew?
It was a lot of fun to brain storm with our group and I am excited to see what the other groups have come up with. I hope one of our ideas gets used. I feel this is relevant to our course work because it shows that the team is starting to think about the future and what creatives we might use for the actual campaign. We have been working well together, and although we need to rework some of our previous work, it will be better then before. It also shows us that the research needs to be done earlier, as well as approved earlier with IRB. Even though the survey has just been recently been put up, more work still has to be done. Also, I think we are learning now what need to use the sources on campus the best we can, whether its alumni, graduate or even our teachers. They are the bests assests we have to make this campaign great. My media planning skills will soon have to be implemented along with Tim and Amanda as the class will be doing the media plan soon. I am excited to do that, as well as take pictures in class. The weeks are coming to an end and so much is still yet to be done. It will be stressful, but it will get done and it will be awesome.
Recently, we have been doing in class excersizes for creativity, and have been coming up with a lot of great ideas. My mini group and I have come up with some commercials as well. Some of our ideas are as follows:
A woman walks into an empty apartment with a JCPenney’s bag as movers bring in furniture. She then leaves the apartment. The woman opens the door again, this time the apartment is filled with furniture, and she is holding another JCPenney’s bag. She pulls out a dress this time. You then see her leaving the apartment with the dress on. The door opens for the last time and the women is seen pregnant followed by her husband. She is carrying a JCPenneys’ bag and pulls out baby clothes. The woman is then seen carrying a toddler wearing the new clothes. The tagline reads: JCPenney, with you along the path of life.
Another one we thought of is a women emergin from a jungle, dirty, tired, pushing a stroller and having her children tug at her. In front of her is a path and at the end is JCPenney. The commercial goes with her walking toward JCPenney's, slowly smiling as she goes. The tagline reads: Let JCPenney pull you through lifes jungle.
Another idea was a women at a gym, and someone asks her where she got her shorts. The same women is a party, and somewhere asks here where she gets her outfit. The same women is then seen at a babyshower, shower her friends the gift she just got. She then responds each time that the items are from JCPenney, and the other women one by one respond with really? This shows that they are surprised that the items are from JCPenney because they are of good quality, who knew?
It was a lot of fun to brain storm with our group and I am excited to see what the other groups have come up with. I hope one of our ideas gets used. I feel this is relevant to our course work because it shows that the team is starting to think about the future and what creatives we might use for the actual campaign. We have been working well together, and although we need to rework some of our previous work, it will be better then before. It also shows us that the research needs to be done earlier, as well as approved earlier with IRB. Even though the survey has just been recently been put up, more work still has to be done. Also, I think we are learning now what need to use the sources on campus the best we can, whether its alumni, graduate or even our teachers. They are the bests assests we have to make this campaign great. My media planning skills will soon have to be implemented along with Tim and Amanda as the class will be doing the media plan soon. I am excited to do that, as well as take pictures in class. The weeks are coming to an end and so much is still yet to be done. It will be stressful, but it will get done and it will be awesome.
Thursday, November 4, 2010
Mulberry Marketing
Finally, the class has become a team. The team has decided on a name after many debates: Mulberry Marketing. Now with the name, we have gotten closer as a team. We also got our positions within the agency, and I recieved two: Director of Media Planning with Tim and Amanda, as well as Director of Photography. I am excited to be in these positions, but now the reality of the work is upon us. It is already November and the semesters close is coming upon us quicker then we imagined. I have already made plans with my other directors to meet up to start the media planning process. As for photrography, I am most likely going to be under the Creative Directors, listening and adhereing to what they want from me. I am excited to start this process. Besides the team positions and names, we have also been narrowing down the survey questions and are ready to implement them online. Hopefully, the survey will be a great success, along with the interviews and focus groups. I have been looking up within my group of friends, whos 25 or above in age. My brother's girlfriend is, so hopefully I can send her the survey and then in turn she will send them to her friends. Fingers crossed! We need to now make a schedule and due dates, sticking to those dates and making sure others do the same. If not, our agency could fall apart. Hopefully, the whole problem with registration will be solved soon so that we don't lose half of our agency next semester.
How does this all relate to the class? The team name, the positions, the research, it is all the becomings of an agency. We are a full oiled machine, and now we just need to put our heads together and push something out that will blow the competition out of the water. The class is more then just a competition. We also learn what it is like to be in those certain positions, and if we want those positions in real life after graduation. Now we just need to fulfill those goals. After class, we split up into our comittees and decided how to move forward. The Media Planning group will be looking up information as we go along, including what TV spots and magazines work best. As for Photography, Tuesday will be the first "photoshoot".
Say Cheese!
Lisa
How does this all relate to the class? The team name, the positions, the research, it is all the becomings of an agency. We are a full oiled machine, and now we just need to put our heads together and push something out that will blow the competition out of the water. The class is more then just a competition. We also learn what it is like to be in those certain positions, and if we want those positions in real life after graduation. Now we just need to fulfill those goals. After class, we split up into our comittees and decided how to move forward. The Media Planning group will be looking up information as we go along, including what TV spots and magazines work best. As for Photography, Tuesday will be the first "photoshoot".
Say Cheese!
Lisa
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