Ad creates stage consist of 3 important decisions.
1.
Idea generation
2.
Copy righting
3.
Layout
1.
idea generation stage
-
orientation :
First of all in the process of idea
generation it is necessary to identify the purpose or objectives of
communication then only a proper creative idea can be decided. ( why we are
coming at new ad find out objective)
-
preparation:
Relevant and sufficient information is
required to be gathered.
-
Analysis:
Once the information is collected it is
required to be properly organized under different hats like technical
information, consumer behavior information,competitor’s information.
-
Ideation:
It is the generation of actual ideas by
trying different combination of facts and information available. (selecting)
-
Incubation :
Once ideas are generated they are kept
aside that is to let the sub-conscious mind work on them for some time. (giving
some time to think)
-
Synthesis:
When the team arrives at the steps it
equipped with a number of ideas in the stage the emphasis is on combining these
ideas and evolving something substantial from it. ( giving an idea wrong or
right)
-
Evaluation :
The various ideas generated in the previous
steps are evaluated here. The idea should be:
·
Relevant to the communication objectives.
·
Original and capable of catching the attention
of the viewer.
·
Flexible, so that they can be modified or
extended to the other advertisement in the future.
2.
Copy writing
The word copy has a specific meaning in
the world of advertising. Advertisement copy is the soul of advertisement. It
is the written and spoken matter expressed in words, sentences and figures
designed to convey the desired message to the target audience. In print media
the elements of ad copy are headlines, sub headlines, elastration, slogans and
brand name.
Copy writing has to answer the following
question to prepare on effective advertising copy.
·
What am I advertising
·
To whom am I advertising
·
How can I Conway best the advertising message
to my readers?
·
Where and how the product is binged sold.
·
When the product is purchased and used
·
What are the legal formalities involve.
3.
Layout:
A layout is a miniature sketch of propose
advertisement. A rough layout is first prepared in which the headline and
sub-headlined are lettered in art work and photograph are drawn or provided and
the various elements of ad copy is indicated. The rough layout id tested and
modified to prepare the final layout. The final layout is attached with many
explanations and mechanical designed to give a comprehensive view.
Layout means 2 things:
·
The total appearance of the advertisement
·
Blue print for production purposes.
Function of the layout:
-
It organizes all the elements
-
It brings together copywriter and art director.
-
It enables the advertiser to be visualize his
future advertisement.
