ADV 3008 Lecture 11: ADV 3008 Lecture Notes Chapter 16.2
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Gathering information, asking questions, doing research (formal and informal: phase 2: manipulation. Take all the data and process it, mess with it, doodle, draw, make lists, ponder: phase 3: incubation. You take a step back from the problem; relax: phase 4: illumination. Ideas can be found in the most ordinary spot. Learning as much as you can about a product can lead to brilliance ex: Old ads: how has it been portrayed before; can it lead to new ideas. No formal structure of an ad, but there is a template to consider. A print ad has this basic structure: a promise of benefit (headline, explanation of the promise (copy; subhead or body) What does it mean: proof of claim (provide rationale; reasoning) (copy; subhead or body, call to action (ask the consumer to do something) Call, log on, switch, try, think: headline styles. Spell out how the produ(cid:272)t works, how it"s (cid:373)ade, why it"s (cid:271)etter tha(cid:374) the competition.
