Think now, design later /c1

inserito il 11 Novembre 2012
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Little black dressConcept is to advertising what the little black dress is to fashion: it will always be in demand.

Get to the point. An ad is an intrusion into people’s lives.

Sto leggendo un libro comprato un anno fa ad Hong Kong, molto bello:  The advertising concept book di Pete Barry.

Can you keep people interested or are they easily 'ooh look, a pigeon'?

Good is the enemy of Great (Voltaire).

Hard Sell vs. Soft Sell: the “hard sell” approach has proven to be financially succesful. These type of ads occurr across all media, typically shoving the product or special offer down your throat, leaving little space or anything creative or conceptual. Research shows now that today’s consumer is becoming more sensitive, skeptical, and complex. They need more of a “soft shell” (selling without the obvious sales pitch) >> think hard, sell soft.

BASIC TOOLS
1. What do you want to say? This is perhaps the most important thing to determine before you start the advertising creative process. What should they be saying? The common term for this is proposition. It is very important that you communicate one benefit. Therefore, whether explicity or implicity always try to tell the consumer something about the product.
2. Who are you talking to? The best advertising in any medium comes from undestanding people. To do this, you have to “wear different hats”.
3. How do you want to sai it? / It is not what you say. It’s how you say it. /
KISS: Keep it simple, stupid.
SLIP IT: Smile, Laugh, Informs, Provokes, Involves, Think: è quanto fa la differenza tra un good ad e un great ad.

No matter how creative or well branded your idea is, is it right for the product and the target market? Effectuve ads = Impact + Branding + Relevance.

  • Write first, edit last: the best baseball players, with a batting average of .300, still fail 7 out of 10  times.
  • Write your ideas down
  • Don’t tell, show
  • Imagination: don’t reveal, imply
  • The opposite tool: think everything on its head. Doing the opposite is an exercise worth trying. The opposite tool applies to strategies, ideas, headlines, visuals, taglines, art direction.
categoria: // CRM e dintorni

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