Creative Execution
Essay by review • March 30, 2011 • Essay • 349 Words (2 Pages) • 895 Views
aThe Creative Execution Notes
Where do creative ideas come from?
пЃ¬ Exposure
пЃ¬ Incubation
пЃ¬ Illumination
пЃ¬ Execution
Other techniques
пЃ¬ Word association lists
пЃ¬ Brainstorming
пЃ¬ Browse through thick photographic annuals in hopes that a dramatic picture will trigger a great idea
пЃ¬ Review a "familiar quotations" book
пЃ¬ Look through your favorite magazines
пЃ¬ Spend time thinking!
Preparing to Write:
Think VIPS
пЃ¬ Visibility
пЃ¬ Identify
пЃ¬ Promise
пЃ¬ Simplicity
Steps
пЃ¬ 1. Write a copy platform
пЃ¬ 2. Develop a creative concept
пЃ¬ 3. Choose an approach
What is a "copy platform?"
пЃ¬ a written statement of objectives and a summary of information for an ad or ad campaign.
пЃ¬ List product's selling points and benefits
What is a creative concept?
пЃ¬ an idea that provides a basis for the selection and arrangement of ad materials
пЃ¬ The big idea
пЃ¬ unifying theme
пЃ¬ communicates your "selling message”
Writing the Ad--OBJECTIVE
пЃ¬ A - command attention
пЃ¬ I - sustain interest
пЃ¬ D - create desire
пЃ¬ C - cause conviction
пЃ¬ A - instigate action
The Creative Execution
The competitive edge
Connecting with the head and heart
What is the "Big Idea?”
пЃ¬ A selling premise
пЃ¬ A unifying theme
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