Creative Execution

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