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Larry Asher is a creative director who also teaching ad concepts at SVC. Here's his presentation on what he believes are the components of a worthy ad concept.
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What makes the good stuff good?
Is it intrusive?
1
Why be intrusive?
Daily ad exposures 560
Ads noticed 76
Ads recalled a day later 12
Ads negatively recalled -3
Net ads recalled 9
1.6%
How do you make an ad intrusive?
How do you make an ad intrusive?
(Not like this.)
Is it relevant?
2
Is it involving?
3
Think about how people learn things.
Is it believable?
4
In summary:
1. Is it intrusive?
2. Is it relevant?
3. Is it involving?
4. Is it believable?
It’s time for thanking and questions.
