Many people complain of not being creative when in fact their creativity has merely been blocked. Functional fixation arises when someone is unable to see beyond the historical or accepted use for an item, often identified by its name or label.
For example, a screwdriver is a tool for tightening or loosening screws. A person suffering from functional fixation would be unable to see any other uses for the item. But, of course, a screwdriver can also be used as a paint can opener, an ice pick, a plumb bob, a paper weight, and so on.
The reversal method for examining a problem or generating new ideas takes a situation as it is and turns it around, inside out, backwards, or upside down. A given situation can be "reversed" in several ways; there is no one formulaic way.
The value of reversal is its "provocative rearrangement of information" (de Bono's term). Looking at a familiar problem or situation in a fresh way can suggest new solutions or approaches. It doesn't matter whether the reversal makes sense or not.
Account planning plays an important role during creative strategy development by driving the process from the customers’ point of view.
Planners will work with the client as well as other agency personnel, such as the creative team and media specialists, to discuss how the knowledge and information they have gathered can be used in the development of the creative strategy as well as other aspects of the advertising campaign.
specific studies conducted on the product or service, the target audience, or a combination of the two
Quantitative and qualitative consumer research such as attitude studies, market structure and positioning studies such as perceptual mapping and lifestyle research, focus group interviews, and demographic and psychographic profiles of users of a particular product, service, or brand
process evaluates ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remain, and gives them final expression
Techniques used at this stage include directed focus groups to evaluate creative concepts, ideas, or themes; message communication studies; portfolio tests; and evaluation measures such as viewer reaction profiles.
Find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad
should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience. Once you determine this message, be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign. (Jeweler)
“that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen.” (O’Toole)
Has legs: can cater to difference audiences or media or versions
Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product and you will get this benefit.”
The proposition must be one that the competition either cannot or does not offer . It must be unique either in the brand or in the claim. (Sustainable competitive advantage)
The proposition must be strong enough to move the mass millions, that is, pull over new customers to your brand.
the development of a strong, memorable identity for the brand through image advertising
key to successful image advertising is developing an image that will appeal to product users.
Image advertising has become increasingly popular and is used as the main selling idea for a variety of products and services, including soft drinks, liquor, cigarettes, cars, airlines, financial services, perfume/colognes, and clothing.