Creative process in advertising

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  • 1. Chapter 4

2. -forming association networks of things-focuses on key word-things associated are identified and described-focuses on unrelated topic-uses techniques of drawing analogy-based on concept of problems solving 3. -pooling ideas from a group of experts -criticism free idea generation -best idea is selected from various-concerned with creative ad development-analyzes ad problems in multiple ways 4. classical thinking methods-identifies several elements and dimension-correlated to generated new idea complete information about product is given-story is told to ad agency 5. Visualization is a mental process in which thecreative team led by the art director andcopywriter determines the arrangements ofvarious ad elements in advertisement A creative visualiser involves in creating, developing and designing the message of ad copy 6. Concerned with ad problemsConcerned with pilling up alternativesThinking period on ideas Flashing stage of ideas Testing and verifying 7. Ad copy is a written or spoken messageto be transmitted to target audience through print,visual and voice media. 8. 1.Educational Copy: Design to educate the prospects about the product 9. Explains technical specification 10. Describes product Provideattributes in a non-technical manner. reasons to buy the product 11. Questionabout problem is asked and itssolution is provided6.Endorsement Copy: Prestigious peopleare endorse to transmit message 12. Related to emotion andsense of target audience. 13. Corporate name is advertised Provides suggestive message toreader Reflect the prestige or image Presents the message in the way ofa conversation Compares one product withanother 14. -Title of ad , top part of ad- arouse interest and catches eyes- Expand the headline-continues, clarifies and complete headline-amplifies the headline and sub headline- clarifies the ideas and message in details 15. -short, simple and catchy words and unchanging-brief, that widens the horizons of publicity-picture, drawing, photograph, chat, that enrich ad- attract attentions and change behaviors- last part of ad copy, consists signature, logo, brand-provides visual identity 16. -Ad copy should be short, simple and crisp-Based on short and sweet principle-Single focus for audience retention-Focus on single point not too many-Address audience personally-Concerned to need and desire of audience 17. -Ad copy should have various combination-Proper use of text, color, picture, audio, video, etc-Ad copy should be trustful and moral-Backed with convincing evidence-Conform with laws, rules and regulation-Conform with standard norms, code of conduct 18. Concerned with the arrangement of various elementsof ad copy for ad effectiveness HeadlineSub Headline HeadlineLive with. It ChangesSubHeadline PicturePicture o g o L L o g o 19. -Determine proportion of element, white and coveredspace-Determine font size, type face, and picture position-For effectiveness in ad copy-Various elements combine to present intended message-Proper use of background, border, color to provideexternal attractive in ad copy 20. -Ad elements to be unite as a whole i.e. Oneness-Bring cohesiveness and completeness in ad-Ad should consist of change and contrast-Ad should not be monotonous- Ad should be well balance in optical terms-Ad can be designed as asymmetrical andsymmetrical balance 21. -Ad should follow principle of eye moment of audience-Concerned with gaze moment(S, O, Z and reverted )-Ad layout should have proportion in terms of division-Elements should be placed in ratio of their importance-Layout should be simple to provide clarity-Should not confuse audience