Creating the Concept
Objectives of this session <ul><li>Preparation </li></ul><ul><li>Coming up with the idea </li></ul><ul><li>Making the idea...
Preparation: <ul><li>Understand the brief: </li></ul><ul><li>What is the target audience? </li></ul><ul><li>What is the pr...
Target Audience <ul><li>Who are they (demographics)? </li></ul><ul><li>Motivations </li></ul><ul><li>Interests </li></ul><...
Benefit / Proposition <ul><li>What does the product / service deliver to the customer? </li></ul><ul><li>What does it  rea...
Preparation: Other Considerations <ul><li>What is the Brand  Personality  (Brand Image) </li></ul><ul><li>What is the Bran...
 
product customer logical emotional Ecover Fairy Liquid Appeals Positioning
Consumer Ad
Trade Ad
    Product Positioning Matrix
Coming up with the idea <ul><li>Research </li></ul><ul><ul><li>The product / service </li></ul></ul><ul><ul><li>The target...
Rough concept ‘scamps’
Making the idea work <ul><li>Corporate guidelines – True to Brand Personality? </li></ul><ul><li>Is the idea  Positive  ra...
Finished TV storyboard
Conclusion <ul><li>The right concepts come from the right brief </li></ul><ul><li>Good ideas come from research </li></ul>...
Upcoming SlideShare
Loading in...5
×

Creativity

1,307

Published on

Some of the things you should be considering before you start to think about the creative concept for your advertising camapign

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,307
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
114
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Creativity

  1. 1. Creating the Concept
  2. 2. Objectives of this session <ul><li>Preparation </li></ul><ul><li>Coming up with the idea </li></ul><ul><li>Making the idea work </li></ul>
  3. 3. Preparation: <ul><li>Understand the brief: </li></ul><ul><li>What is the target audience? </li></ul><ul><li>What is the product / service? </li></ul><ul><li>What is the core benefit? </li></ul><ul><li>What are the auxiliary benefits? </li></ul><ul><li>Who are the competition? </li></ul><ul><li>What is the proposition? </li></ul><ul><li>What is the objective of the campaign? </li></ul><ul><ul><li>What should customer: Think – Feel - Do </li></ul></ul>
  4. 4. Target Audience <ul><li>Who are they (demographics)? </li></ul><ul><li>Motivations </li></ul><ul><li>Interests </li></ul><ul><li>‘ Customer Profile’ </li></ul><ul><li>What do they need / want? </li></ul><ul><li>What is their ‘problem’? </li></ul>
  5. 5. Benefit / Proposition <ul><li>What does the product / service deliver to the customer? </li></ul><ul><li>What does it really deliver? </li></ul><ul><ul><li>How does it meet their particular needs </li></ul></ul><ul><ul><li>How does it ‘solve’ their ‘problem’? </li></ul></ul><ul><li>How does the proposition make it different to the competition? </li></ul><ul><li>How does the promise differ from the product ? </li></ul>
  6. 6. Preparation: Other Considerations <ul><li>What is the Brand Personality (Brand Image) </li></ul><ul><li>What is the Brand Position </li></ul><ul><ul><li>What does it do, for who? </li></ul></ul><ul><ul><li>What is the difference between it and key competitors? </li></ul></ul><ul><li>Is there a Unique Selling Proposition? </li></ul><ul><li>What Product / Person Appeal Position will you take? </li></ul>
  7. 8. product customer logical emotional Ecover Fairy Liquid Appeals Positioning
  8. 9. Consumer Ad
  9. 10. Trade Ad
  10. 11.     Product Positioning Matrix
  11. 12. Coming up with the idea <ul><li>Research </li></ul><ul><ul><li>The product / service </li></ul></ul><ul><ul><li>The target audience </li></ul></ul><ul><ul><li>The competition </li></ul></ul><ul><li>Analyse all information in light of objectives of campaign </li></ul><ul><li>Brainstorm as many ideas as you can </li></ul><ul><li>Shortlist three best ideas </li></ul><ul><li>How will target audience interpret your idea? </li></ul><ul><ul><li>concept testing? </li></ul></ul><ul><li>Decide precise treatment </li></ul><ul><ul><li>Headline, Visuals, Copy, Strapline </li></ul></ul>
  12. 13. Rough concept ‘scamps’
  13. 14. Making the idea work <ul><li>Corporate guidelines – True to Brand Personality? </li></ul><ul><li>Is the idea Positive rather than Negative ? </li></ul><ul><li>Right words and pictures (as seen by target audience) </li></ul><ul><li>Can you apply AIDA? </li></ul><ul><li>Right Think – Feel - Do ? </li></ul><ul><li>Do you like it? </li></ul>
  14. 15. Finished TV storyboard
  15. 16. Conclusion <ul><li>The right concepts come from the right brief </li></ul><ul><li>Good ideas come from research </li></ul><ul><ul><li>Know your product, audience and competition </li></ul></ul><ul><li>Sanity check: See your ideas from your customer’s point of view </li></ul><ul><li>Adapt your idea to make the most of the characteristics of the medium </li></ul><ul><li>Have fun! </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×