The document discusses the design and execution of advertisements. It explains that an ad message should have three key characteristics: be meaningful, believable, and distinctive. It also outlines the major steps in selecting ad media: deciding on reach, frequency and impact; choosing major media types; selecting specific vehicles; and deciding on timing. The document then discusses creativity and the creative process, noting several models for the process including those by Osborn, Young, and Wallas that involve steps like orientation, preparation, incubation, illumination, and verification.

2. DESIGN AND EXECUTION OF ADVERTISEMENT
Creating the Ad message
1) Message strategy
Ad appeal should have three characteristics
 Meaningful
 Believable
 Distinctive

3. DESIGN AND EXECUTION OF ADVERTISEMENT
2) Message Execution
3) Selecting the Ad media
Major Steps
Step – 1 : Deciding on reach frequency and impact.
Step – 2 : Choosing among major media types
Step – 3 : Selecting specific media vehicles
Step – 4 : Deciding on media timing

4. DESIGN AND EXECUTION OF ADVERTISEMENT
CREATIVITY AND ITS PROCESS
Creativity Meaning
Creativity is probably one of the most frequently used
terms in Ads circle
Specific challenges
Agencies build – up the reputation for their creativity

5. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative process
Its an approach to lead the advertisement to become
successful.
A creative individual is most likely to be one who can
Produce large number of ideas quickly
Is original
Accepts personal impulses
Avoid early commitment
Capable of judging Independently

6. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative Process – Alex F. Osborn
Step 1 – Orientation
Step 2 – Preparation
Step 3 – Analysis
Step 4 – Ideation
Step 5 – Incubation
Step 6 – Synthesis
Step 7 – Evaluation

7. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative Process – Young’ Five Step Model
Step 1 – Immersion
Step 2 – Digestion
Step 3 – Incubation
Step 4 – Illumination
Step 5 – Reality or Verification

8. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative Process – Graham Wallas Four step
Approach
Step 1 – Preparation
Step 2 – Incubation
Step 3 – Illumination
Step 4 – Verification