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
Innovative concepts
Conceptual Thinking
What are the 6 steps of the Creative Process
- Immersion
- Ideation
- Braintag
- Incubation
- Illumination
- Evaluation
read, research and learn everything you can
Immersion
look at the problem at any angle, and generate solutions (alternative ideas)
Ideation
don’t give up even if you have a blank wall
Braintag
Consciousness mind to rest. Let your subconscious take over for you.
Incubation
Consciousness mind to rest. Let your subconscious take over for you.
Incubation
When the mind is relaxed, you remember something.
Illumination
check if it works or if it’s on strategy
Evaluation
What are the steps to creating original ideas?
- What if question
- An unexpected association
- Dramatize the Obvious
- Catchy Phrasing
- An unexpected twist
- A play on words
- Analogy and Metaphor
- Familiar and Strange
- Twisted Cliche
- Twist the Obvious
● Ask a crazy question to oneself
● “What if itry ‘ko to”
What if question
● Think of a word and describe anything that comes to your mind.
● Example: Ad campaign for dating world
An unexpected association
● set up the position
● Used to see new patterns or relationships, metaphors and analogies by definition set up juxtapositions.
Analogy and Metaphor
put the familiar in an unexpected situation
Familiar and strange
