Simulated Research - "Creative Advertising" Notes (15.10.09)

Here are some notes I took from the book "Creative Advertising":

Write a brief:

- Enlarging the search field (stimulate the imagination):
1. Benefit/USP?
2. Reason Why
3. Tone/Mood
4. Product Info. Profile
5. Target Group

- Restricting the search field:
1. Budget Constraints
2. Client's Ideas & Wishes
3. Style Requirements
4. Marketing Info.
5. Previously Rejected Concepts

Have a Clear Goal:

- Goal & Solution is like Question & Answer
- only a good question will get a good answer

- Pose as a question: "How can we achieve X?"

1. What is the Problem?
2. What is the Goal?
3. Questions lead to a new formulation of the problem:
- What is the underlying problem?
- What behind the problem needs targeting?
4. These answers produce new goal definitions.

- Separate ideas phase from evaluation phase: Ideas are free to roam before evalutation

- Avoid idea killers

- Use doodles to visualise ideas

- Grab ideas and run with them

- Expand on others' ideas

Questions to Consider:

1. Does the idea work?
2. Does it have an emotional kick?
3. Concept clear & comprehensible?