The document discusses creative visualization in advertising, which involves determining the arrangement of various ad elements. A creative visualizer is concerned with creating, developing, and designing the message of the ad copy. The key aspects of creative visualization are determining the proportion of elements, font sizes, picture positions, and bringing cohesiveness to the ad while following principles of balance, eye movement, and simplicity without confusion.

1. Chapter 4

3. -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

4. -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

5. 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

6. Visualization is a mental process in which the
creative team led by the art director and
copywriter determines the arrangements of
various ad elements in advertisement
A creative visualiser involves
in creating, developing and designing the message
of ad copy

7. Concerned with ad problems
Concerned with pilling up alternatives
Thinking period on ideas
Flashing stage of ideas
Testing and verifying

8. Ad copy is a written or spoken message
to be transmitted to target audience through print,
visual and voice media.

9. 1.Educational Copy: Design to educate the prospects about the product

10. Explains technical specification

11. Describes product Provide
attributes in a non-technical manner. reasons to buy the product

12. Question
about problem is asked and its
solution is provided
6.Endorsement Copy: Prestigious people
are endorse to transmit message

13. Related to emotion and
sense of target audience.

14. Corporate name is advertised
Provides suggestive message to
reader
Reflect the prestige or image
Presents the message in the way of
a conversation
Compares one product with
another

15. -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

16. -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

17. -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

18. -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

19. Concerned with the arrangement of various elements
of ad copy for ad effectiveness
Headline
Sub Headline
Headline
Live with. It Changes
Sub
Headline
Picture Picture
o
g
o
L
L
o
g
o

20. -Determine proportion of element, white and covered
space
-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 provide
external attractive in ad copy

21. -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 and
symmetrical balance

22. -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