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IN
ADVERTISING
The ability to generate fresh, unique and appropriate ideas to solve problems.
A big idea that is original, supports the ad strategy and dramatizes the selling point.
Interviews
Advertising agencys view Shamshad Mirza, Director, Manhattan, Leo Burnett The brand managers view Tazeen Kazi, Brand Manager-Energile, Unilever Piyush Pandey Director O&M
Creativity Montage
Airtel
bru
Total Communication
Single Minded Focus
Consumer Insight
Transformation into an image. Celebrity endorsement.
Video
40% focus should be on offer 40% focus should be on list 20% focus should be on creativity
2. How to make print ads Creative Choose one dragon. Dont just decorate. Use maximum visuals. Use Appeals Use Colors Stand Out Make Ads Humorous Focus on customer not products. Draw a Connection Keep It Short And Simple (K.I.S.S) Use Emotions
3.Use of 3D Technology
90 -95% visual Only 5 10% Headline, Caption or Copy IMC to be adhered to Details may only be shown if net OTC is high All other basic rules of creativity to be followed.
Gross OTS: Number of people passing through the sight daily . Visibility Index: Location 0.5 + Size 0. 3 + Height 0.2
CREATIVITY
IN
ADVERTISING
DAY 2
MARKETING IMPLICATIONS
THAN INTRINSIC CUES 2. OEDEPUS COMPLEX 3. ELECTRA COMPLEX 4. SUBLIMATION 5. FETISHISM 6. BRAND PERSONA 7. BRAND GEOGRAPHY 8. ANIMATION/CARTOONS 9. THRILLERS
Sublimation
Simplicity
Ad Cracker
Video
Fascinating Face