Creating an advertising concept
Posted: Monday, August 22, 2005
by James Doan
Mr. Kipling's Workshop
August 22/05 -- When developing a concept for your advertising campaign, you should depend on your own experience and knowledge. Your campaign will be more coherent and effective if you can select a theme or idea that will link your product or service to your company name or slogan. Use your knowledge of the product or service, noting the benefits of using and the negatives incurred by not using it. After you have determined the key features you wish to promote, make a list of these and then allow yourself to brainstorm. Try to come up with as many images and words that reinforce your concept. This will help you with ideas for the visual aspect of your program as well as start writing the copy you will use. One campaign we used took the concept of 'scale models' and utilized Barbie dolls, fish, and postal weight scales as parts of a visual pun. Do not have any pre-set ideas when you start. Let the process generate its own. Don't work to a deadline and do keep the process fun. Keep the campaign dynamic by coming up with action words and visuals for the key words. Don't settle for just one or two ideas. Come up with as many as you can. You can enhance your work by doodling or even taking a break and returning to the project later. Take a few moments to lay out some ideas at the end of the day and first thing in the morning. You can get others involved by testing their reaction to some of your ideas. The best advertising is a continuing process. By keeping a common concept, your advertising will build in effectiveness with each promotion. By connecting your advertisements and promotions you will be able to meet the goals in your marketing plan The more you repeat your message in the same way, the greater the likelihood that potential customers will be aware of your product or service. Tie your campaign to include window signs, displays, brochures, banners, sales letters, packaging, catalogues and forms. Effective advertisers are readily recognized because they use the same general design for each of their ads. By constantly repeating this, they have built a level of familiarity that makes their campaign even more successful. About the Author
James Doan is the proprietor of a hobby shop specializing in scale models. Visit Mr. Kipling's Workshop for an informative portal into the fascinating hobby of scale modelling. Host to the Orangeville Scale Modellers Club, the website offers articles on modelling, and a forum for visitors to participate in the exchange of information.
|
Webmasters - You can publish this weekly article on your own website. |
This Article has been viewed 1,335 times. (Not updated in real-time.)
No comments yet.We want your comments! If you can read this, you don't have javascript enabled, so you can't use this comment system. Please enable javascript.