Steps to creating ideas: One Approach

1
Steps to creating ideasOne Approach

• Step 1
• Gather information in your mind about the
  product, store or service
• Study the information
• How does the client relate to its customers?
• How does it relate to its competitors?
• How does it relate to other, noncompeting
  businesses?

2
Steps to creating ideasOne Approach

• Step 2
• Visualize a satisfied consumer reacting favorably
  to the product, store or service.
• Make this a postpurchase impression.

3
Steps to creating ideasOne Approach

• Step 3
• Evaluate the benefits and rewards that cause
  favorable response. Consider three
  possibilities
• Was the customer satisfied because he or she
  received tangible benefits? Was the person able
  to complete a job more easily, quickly or
  economically?
• Was the customer satisfied because he or she
  received personal gratification? Did the person
  feel pride, satisfaction or pleasure after using
  the product?
• Was the customer satisfied because he or she
  received a desirable response from others after
  using the product? Did they get praise, envy or
  admiration?

4
Steps to creating ideasOne Approach

• Step 4
• What strong points of the advertisers product
  or service lead to these benefits?
• Stress these strong points in your commercial.

5
Activity

• Try developing the why not ideas for product or
  services. Write a conventional and an
  unconventional idea for the following
• The Flaming Ice Cube A smoothie shop and vegan
  café
• Harley Davidson dealership
• An Anti-Smoking Campaign
• Handels Ice Cream

6
Activity

• Now take this idea and apply the four-step
  approach for each.