week 3

1
week 3
2

• agenda
• 1 introduction to advertising
• 2 the idea development from agency brief to end
  product
• 3 14 feb how to get an idea
• 4 21 feb quick assignment 1
• 5 28 feb strategy how to differentiate from
  others
• assignment 2 briefing
• 6 7 mar how to evaluate idea 1
• 7 14 mar assignment 2 presentation
• 8 21 mar how to evaluate idea 2
• 9 28 mar integrated idea assignment 3 briefing
• 10 18 apr presentation skill
• 11 25 apr assignment 3 presentation

3
how to get an idea
4
(No Transcript)
5
(No Transcript)
6
(No Transcript)
7
(No Transcript)
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
(No Transcript)
12
(No Transcript)
13
good copy
14
good copygood idea
15
good copy?good idea
16
good copy ? good idea
17
good art direction ?good idea
18
Good work it all starts with a simple idea...
19
principle of idea generation
20
principle of idea generation- new combination
of old elements
21
principle of idea generation- new combination
of old elements- seek relationship between
unrelated element
22
(No Transcript)
23
(No Transcript)
24
idea
25
idea specific knowledgeabout products and
people
26
idea specific knowledgeabout products and
people general knowledgeabout life and
events
27
specific knowledgeabout product and people
Client game software Target mom and
kid Objective to increase the sale USP we
offer wide range of games in lowest
price. Tone fun
28
specific knowledgeabout product and people
elements cheap inexpensive mom and dad
29
general knowledgeabout life and events
30
general knowledgeabout life and events
specific knowledgeabout product and people
31
(No Transcript)
32
(No Transcript)
33
(No Transcript)
34
how to get Ideas
35

• Is there an idea in the product name or logo?
• Is there an idea in the packaging?
• Is there an idea in how the product is made?
• Is there an Idea in where the product is made?
• Is there an idea in the products history?
• Is there an Idea in the products old advertising?
• Is there an Idea in something thats happening
  around you?
• Is there an Idea in, on, or part of your
  surroundings?
• Is there an Idea in showing what happens with the
  product?
• Is there an idea in showing what happens without
  the product?
• Is there an Idea in showing what happens with and
  without the product in the same ad?
• Is there an Idea in where the ad will run?

36

• Is there an idea in a old/good/bad/dirty joke you
  heard years ago?
• Is there an idea in an odd visual?
• Is there an idea in a philosophy book?

37

• types of ads
• association
• metaphor
• comparison
• borrow interest
• word pun
• mismatch
• odd visuals/ stupidity/ humor
• dirty mind
• attitude
• demo
• empathy
• exaggeration
• jingle
• slice of life
• testimonial
• vignette

38
human truth
39
human truth is powerfulit can cross the border
40
(No Transcript)
41
(No Transcript)
42
human trutheg. greedy/ carve for love
43
procedure of idea generation
44
(No Transcript)
45
Product Fujitsu air-conobjective sell more
air-contarget familyUSP the coolest
air-contone and manner direct, witty.
46
procedure1 gather information and
materials both the materials of your immediate
problem the materials which come from a
constant enrichment of your store of general
knowledge.
47
love
cool
noise
hot
home
living room
48
procedure2 the working over of those materials
in your mind
49
procedure3 the incubating stage where you let
something beside the conscious mind do the work
of synthesis
50
(No Transcript)
51
procedure4 the actual birth of idea
52
procedure5 the final shaping and the
development of the idea to practical usefulness
53
EffectiveBrainstorming time
54
EffectiveBrainstorming timeonly lasts for 20
min!you can be nowhere after an hours
brainstorming session, thats the beauty of
brainstorming.
55
creativity checklist is the idea itself
56
creativity checklist is the idea
itself relevant to the brand?
57
creativity checklist is the idea
itself relevant to the brand? bringing out
the desired response?
58
creativity checklist is the idea
itself relevant to the brand? bringing out
the desired response? standing out from the
crowd (unexpected, surprising)?
59
creativity checklist is the idea
itself relevant to the brand? bringing out
the desired response? standing out from the
crowd (unexpected, surprising)? simple, focused?
60
creativity checklist is the idea
itself relevant to the brand? bringing out
the desired response? standing out from the
crowd (unexpected, surprising)? simple,
focused? original in its category?
61
creativity checklist does the final execution...
62
creativity checklist does the final
execution... retain the simplicity of the
original idea?
63
creativity checklist does the final
execution... retain the simplicity of the
original idea? have executional trappings that
diffuse the idea?
64
creativity checklist does the final
execution... retain the simplicity of the
original idea? have executional trappings that
diffuse the idea? and is it brilliant?
65
creativity checklist does the final
execution... retain the simplicity of the
original idea? have executional trappings that
diffuse the idea? and is it brilliant?
66
Product Fujitsu air-conobjective sell more
air-contarget familyUSP the coolest
air-contone and manner direct, witty.
67
(No Transcript)
68
(No Transcript)
69
(No Transcript)
70
How to get the secret recipe of how famous CDs
produce their great TV campaigns every year?
71

• 1. Sense of appreciation
• 2. Sensitive to visuals
• 3. Good memory
• Try to be a funny person(!)
• Be passionate
• Always act as a director

72
K I S S
73
Keep it simple, stupid.
74
(No Transcript)
75
(No Transcript)
76
(No Transcript)
77
(No Transcript)
78
(No Transcript)
79
(No Transcript)
80
(No Transcript)
81
(No Transcript)
82
(No Transcript)
83
(No Transcript)
84
(No Transcript)
85
(No Transcript)
86
(No Transcript)
87
(No Transcript)
88
(No Transcript)
89
(No Transcript)
90
(No Transcript)
91
see morewww.bestadsontv.comwww.youtube.comwww
.longyinreview.comwww.dandad.orgwww.canneslions.
comwww.oneclub.org
92
Assignment 1 Spot the ideaPlease team up to a
group of 2-3 members. 8 pieces of tvcs will be
shown in the class. Then you are required to work
on the 2 tasks below.Task 1) What is the
client?2) What is the idea?(You are required
to state the idea of the creative work Im going
to show in one sentence of 12 words or
less.)3) What is the consumer insight?