Advertising Ideation

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Advertising Ideation
Media Innovation FYP MinorDelta Year

• 20th December 2005

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Objective
Media Innovation FYP MinorDelta Year
To achieve a strong specialize media campaign
driven by big idea (strategic brand values) and
of highly tactical promotional competency.
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Media Innovation FYP MinorDelta Year

• What
• Who
• Why
• How
• Where
• When

U.S.P Target Audience Description Advertising
Message Big Idea Execution Idea What
Media Media Schedule
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Promotional Ideation Principle
Media Innovation FYP MinorDelta Year
What is the decided Activities?
Form Vs Face
Driven by big idea Crafted by Art Direction
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Framework
Media Innovation FYP MinorDelta Year
The tactical Activities The Media
Soul Skeleton Flesh
Big Idea that build the brand
Craftsmanship of face values, The art direction
and graphic design
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Principle Ideation
Media Innovation FYP MinorDelta Year
e.g. TVC that interact with audience through sms
evoke urgent reaction to win prices. Mobile
exhibition tour that promote lifestyle with
product Website that offers integration with
product features to benefits them
(What activities a media could possibly offer
especially due to its nature)
Media Idea Promotional Idea
(to sell)
(to gain Interaction)
(How media can strategically be drived to sell a
long the U.S.P and big idea )
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Tactical Activities for web
Media Innovation FYP MinorDelta Year
- Downloadable brand jingles through web -
Promotional SMS announcing free gift - Games
within product concept - Webcast on ongoing
product promotional at trade show - Greeting
cards that creatively carry branding - Online
Contest - E bulletin with product promotion -
VRML for hotel room interior - Online membership
offers benefit upon sign-up - Video files shows
product demo - Wallpapers within brand big idea
- Printable promotional coupons - Downloadable
beta release software - Etc.
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Tactical Activities for Environmental
Media Innovation FYP MinorDelta Year
- Brand ambassador prompt task for free gift -
Audience testing/ measuring how effective is the
product - Membership sign-up and get free gift -
Free consultation on how to get best result with
product - Stage Performance with product
lifestyle that involve croud - A mascot
entertaining kids with promotional gift - DJ play
music with product concept - Real time brand
driven reality show - Multiple screen projection
of promotional video - Creative product display
with strong message - Gimmicks with strong
Advertising message
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Tactical Activities for Audio Visual
Media Innovation FYP MinorDelta Year

• - Product launching that starts with launching
  gimmick
• - On booth AV presentation that redirect audience
  to collect surprise gift.
• - TVC that evoke/provoke sms response
• - TVC that promote redirects audience to web for
  contest
• AV marketing kit that announce a complimentary
  program in a CD.
• Infomercial that end-up with sms quiz to get
  prices
• Strategic TV program sponsor ship promotion
  persuade audience to collect premium with
  product purchase
• Creative commercial break announcement
• Etc

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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Without Words How could the U.S.P be depicted
without words ? How can the benefit be portrayed
in one picture ? How might the U.S.P be
communicated in a silent film ? How Could a story
be told in simple sign language ?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Mixing Matching How can the product be
combined with something else in order to make the
U.S.P clearer ? Mix the two together ? Collage
? Selection ? Rearrangement ? Combine several
objects to make one ? How can the problem be
combined to make the product message
unambiguously clear in a single picture ?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Comparative Juxtaposition - What
before-and-after comparison could underline the
product benefit ? - What can the product be
compared with, to make the benefit obvious at a
glance ? - What kind of juxtaposition could
represent both the problem and solution in
surprising, provocative or humorous terms? - How
can the benefit be communicated by comparing the
product with something from a completely
unrelated context?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Repetition Accumulation - How can the product
benefit be emphasized by repetition ? - How can
repetition attract attention and represent the
problem situation in a witty, provocative or
exaggerated way ? - How can the benefit be
reinforced by an accumulation of problem
situation ?
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Media Innovation FYP MinorDelta Year
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Creativity Advertising
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Exaggeration What exaggeration could
represent the benefit more forcefully? What can
be added? Make it bigger? Longer? Thicker? Give
it added value? Increase the number of
components? Multiply by two? By twenty The sky
is the limit?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Exaggeration (reverse psychology) What
reduction, no matter how extreme, could represent
the U.S.P more forcefully? What can it do
without? Make it more compact? Smaller?
Shorter? Flatter? Can the parts shown
separately?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Turn it right around How can the benefit be
depicted by inverting something familiar into its
opposite? Convert the benefit to
disadvantage? Show the negative instead of the
positive? Achieve the opposite of the
U.S.P? Turn it upside down? Reverse
role? Change the perspective of the people
involved? Switch cause and effect?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Omission and Suggestion What could replace the
product? Who or what could take its place in
order to focus on the U.S.P How can attention be
attracted by omission in headlines, copy, spoken
dialogue or TV spots? What can be reduced or
removed to emphasized the benefit? How can the
product be reduced to its essentials? How can the
product, packaging or benefit be represented or
replaced by suggestion?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Paradoxes and Optical Illusions How can a
paradoxical or contradictory statement emphasize
the benefit or a product or services? How could
an optical illusion represent a product feature
visually? How can an optical illusion attract
attention by making the target group play a game?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Provocation and Shock Tactics - How can the
product or its benefit be depicted
provocatively? - What has no one else ever
associated with this product? - What would no one
dare to say about the product? - Can you break a
taboo, or provoke the target group by other
means, to draw attention to the product
message? - How could the product be depicted to
have an especially horrifying or funny effect? -
How could it be made to scandalize or provoke ? -
How can shock be used to dramatize the product
benefit?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Playing With Time - What effect does time
have on the product or the user? - How will the
product change the user future? - What
possibilities does it open up? How will it affect
the way the user now views the past? - How might
the user have had to solve problems previously
without the product? - Where does the new product
take the user? - What can be used from anywhere
in history to throw positive light on the
U.S.P.? - How can the product be associated with
historical or vision of future in a way that
emphasis its benefit?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
A Change of Perspective - How can the
product be represented from the viewpoint of
other creatures, things or events associated with
it? - How can playing with extreme close up or
extreme distance communicate something about the
product or services? - How can the product reveal
new perspectives to the target group? - How can
the benefit be presented from the viewpoint of
things or creatures affected by it?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Symbols and Signs - How can the product
benefit be represented more simply by symbols or
sign? - How can symbols and signs convey a
complete message without words? - What symbols
and signs can be combined to generate a new
meaning representing the product advantage?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Come and Play What kinds of games can you
use to get your target group involved puzzles,
DIY instruction, something to make (fold/ glue
together/ roll up, look for/ draw) quizzes, board
games, optical illusion, any thing you can think
of? What could you do to the medium (press,
poster, direct mail, banner etc) to turn it into
a toy? What witty, provocative or intriguing
instructions could you use to get your target
group to play?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Telling Stories - What sort of story could
involve the product as the best friend or
partner? - Which of the following drama styles
would be best for presenting the product strength
in an everyday situation or story? - Horror,
thriller, adventure, slapstick, comedy, action,
chat show
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Double Meanings - What opportunities for
ambiguity, double meaning or word play are there
in the words you see to describe the product? -
How can the benefit be illustrated in a picture
with a double meaning ? - Describe the product
without naming it, in such a way as to produce
double meanings of the following types -
Obscene, sexually suggestive, provocative,
attacking (the rival product), playful, reckless
etc
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Creativity Advertising
Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year

• Creative Visual Ideation Technique

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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Play with words - How can you play with
typography to represent the U.S.P. in effective
visual image? - How can words, symbols or logos
be be integrated into the picture without using
the usual typographic techniques? - How can the
central advertising message be reinforced by
altering the typography? - How can words be
integrated into an unusual way. - Attracting
attention, and underlining advertising statement?
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
Metaphor and Analogy - What looks like it or
works on a similar principles? - What parallels
can be drawn? - What visual images do the
metaphors and analogies suggest?- What other
does the product suggest? - What could you takes
as a model and need no explanation?
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Media Innovation FYP MinorDelta Year

• Creative Visual Ideation Technique

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Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
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Media Innovation FYP MinorDelta Year

• Creative Visual Ideation Technique

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Tips
Media Innovation FYP MinorDelta Year
Creative Visual Ideation Technique
- Use doodles to visualize your ideas - Grab
ideas and run with them - Look for the positive
in your ideas - Make mistakes and have fun doing
it before the end of this week - Develop your
sense of humor - Pls have precedent studies