Lesson 10: Crafting Effective Advertising Messages Flashcards
Is a thought or concept in the mind. It is formed by mentally combining pieces and fragments of thoughts into something that conveys a nugget of meaning
Idea
Process of coming up with a new idea.
Concepting
● A point of focus for communicating the message strategy
● Theme/central concept/creative concept
Big Idea
It has to have a functional dimension.
Relevant, Original, Impact (ROI) of creativity
An effective ads need to have an ROI. True or false?
TRUE
something to the target audience
Relevant
one of a kind; an advertising idea is creative when it is novel fresh and unexpected; it is surprising
and gets your attention
Original
it makes an impression on the audience
Impact
An idea can be creative for you if you have never thought of it before but to be truly creative it has to be one that has no one else has thought before. True or false?
True
● Using an idea that someone else originated.
● Make sure that the target audience can connect to the
message in your advertising
Copycat Advertising
Impact is important. It needs to
break through the clutter, it must stick to the memory of the audience.
Breakthrough Ad
Key characteristics of Creative People
- Problem Solving
- The Ability to Visualize
- Openness to new experiences
- Conceptual Thinking
always alert, and reach conclusion through intrusion.
Problem Solving
Can visualize a mental picture about the advertisement
The Ability to Visualize
Give you many more adventures to visualize experiences and concepts
Openness to new experiences
