What the heck is advertising?

Edward BochesTalk to BU PRSSAJanuary 21, 2016

Big budget, celebrity filled Super Bowl ads

Clever commercials that pay for TV time and try to buy your attention.

Social media content that earns attention and delivers utility.

Conceptual content and story ideas designed to migrate across the web.

Hacking ordinary locations to turn them into media.

Digital experiences that invite participation.

Ideas that do + invite + document + share > to start cultural conversations.

Innovative applications of new technology.

Advertising is anything (message, branded content, experience, event, app, utility, or platform) that gets attention for a brand or product,

overcomes indifference, and makes you care.

brand features/benefits

creative paid media consumers

company reputation

serious earned media

influencers

social media creative content

paid, earned, owned