Essay About Creative Ideas And Word Association Lists

Creative Execution
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aThe Creative Execution Notes
Where do creative ideas come from?
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Exposure
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Incubation
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Illumination
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Execution
Other techniques
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Word association lists
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Brainstorming
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Browse through thick photographic annuals in hopes that a dramatic picture will trigger a great idea
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Review a “familiar quotations” book
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Look through your favorite magazines
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Spend time thinking!
Preparing to Write:
Think VIPS
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Visibility
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Identify
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Promise
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Simplicity
Steps
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1. Write a copy platform
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2. Develop a creative concept
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3. Choose an approach
What is a “copy platform?”
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a written statement of objectives and a summary of information for an ad or ad campaign.
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List products selling points and benefits
What is a creative concept?
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an idea that provides a basis for the selection and arrangement of ad materials
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The big idea
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unifying theme
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communicates your “selling message”
Writing the Ad–OBJECTIVE
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A – command attention
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I – sustain interest
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D – create desire
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C – cause conviction
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A – instigate action
The Creative Execution
The competitive edge
Connecting with the head and heart
What is the “Big Idea?”
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A selling premise
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A unifying theme