Depend on your own experience and knowledge When developing a concept for your advertising campaign, you should always depend on your own experience and knowledge.
Use your knowledge of the product or service
Use your knowledge of the product or service, taking detail of the pros and cons of using the product or service.
Select a theme that links your product or service to your company
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.
Make a list of features you wish to promote
Determine and list the key features of the product or service you wish to promote and then allow yourself to brainstorm.
Come up with as many images and words that reinforce your concept
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 to create a write up for the campaign. For e.g., For a particular 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 of creation generate on its own.
Don't work to a deadline and make sure to keep the process fun .
Keep the campaign dynamic
Come up with action words and visuals for the key words.
Come up with as many ideas as possible
Don't settle for just one or two ideas.
Take a break- Enhance your work by doodling or even taking a break and returning to the project later
Lay out ideas - Take a few moments to lay out some ideas at the end of the day and first thing in the morning.
Get others involved – Test the reactions to some of your ideas by getting others involved.
Keep a common concept
The best advertising is a continuing process. Therefore, by keeping a common concept, your advertising will build in effectiveness with each promotion.
Connect your advertisements and promotions
Connecting your advertisements and promotions will help you to meet the goals in your marketing plan
Repeat your message in the same manner each time
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. Therefore, tie your campaign to include window signs, displays, brochures, banners, sales letters, packaging, catalogues and forms.
Use the same general design for all your advertising campaigns
By constantly repeating the same general design for all your advertising campaigns, you can build a level of familiarity that will make your campaign even more successful. Note that effective advertisements are readily recognized because they use the same general design for each of their ads.
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