20082009

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2008-2009
2008 - 2009

• Crystal Staley
• AAF District 3 ADDY Chair
• Laveda Miles
• National ADDY Committee

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Rules/Guidelines Categories

• Changes 2008-2009
• Available 9/1/08 www.aaf.org

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Sales Promotion

• Product or Service Sales Presentation
• 1B Sales Kit or Product Information Sheets If
  you enter a piece in this category, you may not
  enter it in the Brochure category (7A, B or C).
  You must choose one or the other, but not both.
  If there are additional pieces included to make
  a brochure a sales kit, then it can be entered
  into both.

4
Sales Promotion

• Packaging
• 2B CD,DVD,VHS, Cassette.
• Includes game covers.

5
Sales Promotion

• Point-of Purchase
• 4 Audio/Visual Sales Presentation Entry must
  be edited to no more than five minutes in length
  and transferred to CD/DVD.

6
Collateral Material

• Publication Design
• 8C Series (Two or four covers and/or features
  from consecutive issues).
• Please mark spreads to be judged.

7
Collateral

• Special Event Material Promotional and/or
  informational items, usually relating to a
  specific event/affair at a given location, date,
  time, etc. This category does not include
  Advertising Industry Self Promotion, Public
  Service or Advertising for the Arts Sciences.
  They must be entered in their respective
  category.
• 10A Card
• 10B Invitation
• 10C Announcement
• 10D Campaign

8
Direct Marketing

• Clarification Added
• Mere mailing of a piece does not necessarily
• make it direct marketing. The method of shipment
• (self-mailer indicia, envelope, etc.) must be
  evident
• and included with the entry.
• Ex Brochures mailed, TV commercials mailed,
  Newsletter (unless intended as Direct Mail), etc.

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Outdoor Board 14A Flat 14B
Extension/Dimensional 14C Digital or
Animated Includes digital or animated outdoor,
or any unit that has movement or change.
Includes closed circuit broadcasts, such as
commercials run on a jumbo-tron at a sporting
event. 14D Super-Sized Any outdoor board
which goes beyond traditional standards or
surfaces
Out of Home
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Out of Home

• Outdoor Board (Combined Company ID Wrap)
• 15 Vehicle Graphic Advertising
  Impressions/messages that are displayed to
  the
• public, usually via the use of panels on the
  side,
• front, back, top or bottom of vehicles (cars,
  trucks,
• wagons, etc). Includes advertiser identification
  and/or promotional messages and vehicle wraps.
  
• (Includes wraps of any size)

11
Out of Home

• Mass Transit/Public/Airlines (Vehicles)
  Advertising of the poster or banner variety
  displayed via panels or inserts inside and/or
  outside public transportation vehicles (Airplane,
  bus, train/rail, street car, subway, taxis,
  etc.).
• 16A Interior (Placed inside a mass transit
  vehicle.)
• 16B Exterior (Placed on the outside of a mass
  transit vehicle, including
  taxi-toppers.
• Moved shelter to Site (Exterior)

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Out of Home

• Site
• Interior or exterior signage that is restricted
  to malls, airports, train/bus stations, places
  of business, bus shelters, etc. Does not include
  posters described in category 9, or signage in
  the outdoor or transit categories.
• 17A Interior Animated (with motion)
• 17B Interior Still or Static
• 17C Exterior Animated (with motion)
• 17D Exterior Still or Static

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Out of Home

• Outdoor
• 14A Flat
• 14B Extension/Dimensional
• 14C Digital or Animated
• 14D Super-Sized
• Vehicle Graphic Advertising
• (Combined)
• Wraps or Company ID
• Mass Transit /
• Public Transportation Vehicles
• 16A Interior (Inside of vehicle)
• 16B Exterior (Outside of vehicle,
• (includes taxi-toppers)

Site 17A Interior Animated (with motion) 17B
Interior static or still 17C Exterior Animated
(with motion) 17D Exterior static or still
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Non Traditional Advertising

• Proof of Usage
• Non-traditional entries MUST be accompanied by
  proof of usage. Include a short paragraph
  describing the event or how the entry appeared.
• Do not send the creative brief

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Interactive Advertising

• When submitting podcasts, internet commercials
  or webisodes, please use a URL address.
• URLs should not require any username or password
  for access. In cases where this already exists,
  the entrant should create an independent URL.
• If a website is database driven, please indicate
  this on the entry as explanation for not
  including a CD.
• Mobile Marketing or Text Messaging may enter
  using screen shots or CD.

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Interactive Advertising

• Websites (Includes Social Media Websites)
• Business-to-Business
• 32A Flash-Based
• 32B HTML/Other
• Business-to-Consumer
• 33A Flash-Based
• 33B HTML/Other

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Interactive Advertising

• Online Advertising
• 34 A Banners/pop-ups. Includes interstitial,
  superstitial, eye blasters, screensaver design,
  etc.
• 34 H Internet Commercials. Any commercial run
  on the internet. URL Required.
• (Changed from internet only)

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Regional/National Television Single Spots

• Consumer Products
• 45A Automotive (vehicles only)
• 45B Apparel Jewelry
• 45C Health, Beauty Pharmaceuticals
• 45D Food
• 45E Alcoholic Beverages
• 45F Non-Alcoholic Beverages
• 45G Retail Products
• Consumer Outlets
• 45H Retail Stores
• 45I Restaurants
• 45J Supermarkets/Food Stores/
  Convenience Stores
• 45K Retail Dealers
• 45L Online Retail Sites

• Consumer Services
• 45M Media
• 45N Travel / Tourism
• 45O Entertainment / Lotteries
• 45P Retail
• 45Q Communications
• 45R Professional Services
• 45S Healthcare Services
• 45T Corporate/Institutional
• 45U Energy/Utilities
• 45V Advocacy

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Regional/National Television Single Spots

• Single Spots
• Condensed to
• 45A Consumer Products
• 45B Consumer Outlets
• 45C Consumer Services

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Consumer Products

• Products Automotive (vehicles only), cars,
  trucks, motorcycles, recreational vehicles,
  manufacturers, apparel jewelry, fashion,
  sportswear, casual, lingerie, footwear, jewelry,
  health beauty, cosmetics, fragrances, health
  and beauty products, medications, food,
  foodstuffs, meats, produce, confections, snacks,
  dairy products, alcoholic beverages, beer, wine,
  liquors, non-alcoholic beverages, soft drinks,
  water, tea, milk, coffee, sports beverages,
  retail products home electronics, computers,
  household products, appliances, toys, sporting
  goods and other retail products.

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Consumer Outlets

• Outlets Retail stores, department, specialty,
  furniture, discount stores, restaurants,
  fast-food chains, specialty, franchise,
  supermarkets, food/convenience stores,
  mini-marts, grocery stores and other food
  retailers, retail dealers, automotive, boat,
  motorcycle, (sales and rental), online retail
  sites, virtual store fronts on websites with
  online catalogs, sometimes gathered into a
  virtual mall.

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Consumer Services

• Services Media cable companies, TV networks,
  newspapers, magazines, radio stations,
  travel/tourism, cruise/airlines, hotels,
  resorts, destinations, entertainment/lotteries,
  amusement parks, movie promos, zoos, lotteries,
  sports teams, casinos, etc. retail, hair salons,
  cleaning, employment, auto services, exercise
  spas, communications, telephone companies,
  telephone directories, cellular service
  providers, pagers, long distance services,
  Internet providers, professional services,
  financial, legal, banking, investment services,
  brokerage firms, credit cards, insurance
  services, healthcare services healthcare
  facilities, doctors, HMOs, corporate/
  institutional company image, self-promotion,
  recruitment, energy/utilities, natural gas
  companies, electric companies, advocacy,
  political, religious, lobbying, special interest,
  (not public service).

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Regional/National Television Campaign

• Campaign
• 46A Consumer Products
• 46B Consumer Outlets
• 46C Consumer Services
• Remember You can always add the breakdown
• back in. It will be on the AAF website for your
  use.

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Elements of Advertising

• Sample of Use
• The goal of this category is to recognize only
  the creative execution of individual components
  of an advertising entry (illustration,
  photography, music, logo, etc.). Each entry in
  this section MUST include a sample showing how
  the element was actually used in the advertising
  message. For print entries, a sample should be
  included in the entry envelope. When submitting a
  logo, if the type of company is not evident or
  obvious, it is recommended to include one or two
  words explaining the type of business the logo
  represents.

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Elements of Advertising

• Photography
• 70A B/W
• 70B Color
• 70C Digitally Enhanced
• Photographic images whose content has been
  digitally altered to create a new image (often
  one not possible using traditional photo
  techniques). Utilitarian photo retouching, color
  correcting or photo editing alone does not
  qualify an image for this category. A sample of
  the original photo and the digitally enhanced
  photo MUST be supplied for proper judging.
• 70D Campaign (2-4 of the above).

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Geographic Considerations

• Elements of Advertising
• Much confusion, much discussion about entries by
  photographer or agency.
• In Elements of Advertising, entries may only be
  entered in the CBSA, DMA or MSA in which it was
  created. (Deleted not by the agency using the
  element.)
• The entrants address will determine into which
  local show the work is entered.

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Things to Remember

• All the changes will be on www.aaf.org Changes
  on the PDF and Word documents will be in RED.
• Numbers are different. If you added local only
  categories in the software, they will not move
  with the new category numbers. Need to delete
  them from where they are and insert them into the
  correct area.

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Things to Remember

• Entries
• Pieces entered into Advertising for the Arts
  Sciences, Public Service or Industry
  Self-Promotion cannot be entered in any other
  category.
• Each Elements of Advertising entry must include
  a sample, showing how the element was actually
  used.

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Things to Remember

• Entries
• CD and DVDs only.
• Do not put labels on the CDs DVDs.
• Use a CD/DVD safe pen to write entry number on
  disc.
• No MP3s, MP4s, no Quicktime.
• Must play on standard home DVD unit.

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Things to Remember

• Entries
• Entry numbers go on back right hand corner of
  entry.
• Do not send original or irreplaceable artwork.
  It will not get returned. Tell your students!
• PROOFREAD YOUR ENTRIES
• Mistakes go all the way to national competition.

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Things to Remember

• Local variations of rules
• Entrants should be pointed to your website.
• Post dates, requirements and rules on your
  website.
• Include dates, requirements and rules on the
  entrant screen.
• Series of emails with your dates, requirements,
  rules.
• ADDY workshop for your entrants.

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Things to Remember

• Call for Entry - Suggestions
• Gallery ask for 2 copies of entry, one for
  judging, one for gallery. No second one, not in
  gallery.
• PDFs of entries for screen show and winners book.

33
Things to Remember

• Before Judging
• Check entries
• Correct categories
• Correct number of pieces in campaigns
• Proof of usage if required
• Signed manifest with entries

34
Things to Remember

• Before and During Judging
• Make category changes in database, not just
  entry.
• Otherwise, the error is duplicated at other
  levels of competition.
• Print out new entry form and labels and put on
  entry.

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Things to Remember

• During Judging
• PDAs
• Check to make sure scores are saved correctly.
• Complaints about PDAs not working.
• Judges who cannot use properly slow judging down.

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Things to Remember

• During Judging
• Bilingual Entries
• Provide translation or have someone that knows
  language available at judging (teacher).
• Scoring
• Enter scores, then go to Results and Save
  scores in that category.
• This is the only way reports will be correct.

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The Future of Advertising Do NOT view this an a
burden, it is an opportunity. Optional, but
logical. Minimal costs. Use same judges. Use
local creative directors, different judging
date. More opportunities for sponsorships. Incre
ased revenue. Entries. Students, faculty and
parents attending Watch free drink tickets.
Offer reduced price to gala for students and
faculty. Parents of winners will pay full
price.
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Work with local Ad2 and student volunteers. Ad2
works for you. Give Ad2 a way to make
money. Enlist help from last years student
winners. Work with local professors Add
projects to their class. Add cost of one entry
to tuition for class. Have professors gather
entries and money Separate drop off You are
growing ADDYs of the future. Future professional
entrants. Future ad club members.
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Students must be enrolled full or part-time in an
accredited US education institution. Work must
be created while entrant is a student not
employed in the advertising industry. Student
intern work is eligible. Comps, original
photographs, illustrations, etc. all become the
property of AAF and will not be returned. Do not
send irreplaceable artwork. Work created for
NSAC is eligible in the year following their
presentation.
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Minimum nationwide suggested fee of 20 per entry
Shared Revenue. 3 AAF 1 National Ad 2 2
District 14 Local Club National Ad 2 provides
a cash prize of 1,000 for Best of Show
entrant. No fee to forward Golds at any level
(entrant or local club). Local forwarding fees
for Silvers determined by the local club or
district. Silvers forwarded with national
judging fee of 20.
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Contacts Caitlin Tucker ctucker_at_aaf.orgAAF
800-999-2231OmniSolutions Technical/Software3
01-869-3453 ADDY_at_omnisg.comAlways
copylaveda.miles_at_thebounceagency.com
864-351-2741crystalstaley_at_me.com 336-282-8282
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Questions?Suggestions?