Creative Execution

Only available on StudyMode
  • Download(s) : 1382
  • Published : May 12, 2008
Open Document
Text Preview
aThe Creative Execution Notes
Where do creative ideas come from?

Exposure
Incubation
Illumination
Execution

Other techniques
Word association lists
Brainstorming
Browse through thick photographic annuals in hopes that a dramatic picture will trigger a great idea  Review a "familiar quotations" book
Look through your favorite magazines
Spend time thinking!

Preparing to Write:
Think VIPS
Visibility
Identify
Promise
Simplicity

Steps
1. Write a copy platform
2. Develop a creative concept
3. Choose an approach

What is a "copy platform?"
a written statement of objectives and a summary of information for an ad or ad campaign. List product's selling points and benefits

What is a creative concept?
an idea that provides a basis for the selection and arrangement of ad materials The big idea
unifying theme
communicates your "selling message”

Writing the Ad--OBJECTIVE
A - command attention
I - sustain interest
D - create desire
C - cause conviction
A - instigate action

The Creative Execution
The competitive edge
Connecting with the head and heart
What is the "Big Idea?”
A selling premise
A unifying theme
Identifies the:
o adv. objective
o key customer benefit or product feature
o provides support
o USP or positioning
Developing the "Big Idea”
Creative plan (aka "the creative brief," or "creative platform") •Objective and Appeal Considerations
Appeal Considerations

Hard sell vs. Soft Sell
Lecture vs. Drama
Format for messages
Straightforward
Demonstration
Comparison
Humor
Problem
Slice-of-life
Spokesperson or testimonial
Tone
Angry, pushy, fear, friendly, warm, excited, etc.
Humor most effective
Humor must center around "big idea" or selling premise.
Types of Appeals or...
tracking img