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Advertising boot camp 1 the idea

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An introduction to 'the idea' and what it means to the world of advertising for those who want to venture forth into Ad Land.

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Advertising boot camp 1 the idea

  1. 1. Advertising BOOT Camp Episode 1: The IDEA<br />Entrants begin here <br />
  2. 2. Take a deep breath before the plunge!<br />As a person who dares to ‘think different’ you most probably traded that well paying sales job or that ‘relationship manager’ job and decided to get into advertising. Good for you! <br />These short PowerPoint presentations have been cobbled together as one copywriter’s view of Ad Land. The aim: to dispel myths, make you understand the difference between copywriting class and being a professional copywriter and hopefully help you in becoming better at what you want to be in advertising. <br />
  3. 3. Waking up in the Idea Industry<br />Advertising is the business of brewing ideas for commercial gain and bringing them to life<br />You’re thinking everybody can come up with an idea right? The trick is doing it consistently and un-relentlessly from dusk till dawn without a dip in enthusiasm and in the face of constant rejection.<br />You can? Awesome! Great ideas are grown from a lot of preparation so ‘if you can’t do the time, don’t do the crime.’<br />
  4. 4. BIG Ideas need big effort<br />The ‘BIG idea’ is bandied about more often than not in advertising. What is it? An idea that finds multiple applications, that connects to the brand and its proposition across a variety of executions, no matter the medium. <br />Be warned though in the real world of advertising the big idea takes big bashing because everybody wants to own it or contribute to it. By the time it’s done there is always a big doubt whether it’s going to be a big mess or a big success. <br />
  5. 5. How do you begin to ‘crack an idea’<br />Understand the brief. Think of yourself as Hugh Laurie as House MD and try to tackle the brief from as many angles as possible to understand the problem, just like he diagnoses patients.<br />Extrapolate from the familiar to make the new. After all new ideas are quite often old elements look at in a new light.<br />Know thy dynamics. Every medium has something special to offer, know them well and use it to your advantage<br />
  6. 6. Don’t sort while spewing out. Just put everything down on paper then look at he practicality of the idea and whether it answers the brief. <br />Connect to the end customer, wear their shoes, experience the brand as they would. Then ideate around this, meaningfully.<br />Keep it simple, too many layers to an idea can get lost in translation. <br />

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