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IDEA GENERATION “ Think openly and let your imagination ruin yourself”.
IDEA GENERATION <ul><li>Ideation or Idea generation is the most challenging and most rewarding job. </li></ul><ul><li>“ It is the long, tedious, difficult task of assembling all the pertinent information, analyzing the problem and searching for some verbal or visual concepts of how to communicate what need to be said. It means establishing a mental idea or picture of the advertisement, commercial or campaign </li></ul>
IDEA <ul><li>Before any copy is written or artwork began”. </li></ul><ul><li>This process is called conceptualization. </li></ul><ul><li>According to Bernbach, “The idea often emerges from the intangible , indefinable intuition that reaches out towards what is new”. </li></ul>
HOW ARE IDEAS SHAPED? <ul><li>There are number of methods by which we can get ‘big idea’: </li></ul><ul><li>Chance encounter : A creative writer, while studying the project or brief, can suddenly get an inspiration and hit upon the idea. For example: For a beer company, a copywriter insisted that he wanted to see the process on the shop floor. While on the floor he saw that before the beer is filled into bottles, each bottle was vacuum-cleaned. And he hit on this ‘big idea’. The campaing said, ‘Our bottels are vacuum cleaned’. </li></ul>
IDEA SHAPING TOOLS <ul><li>The company was first to exploit idea, although vacuum cleaning is the mandatory process for all companies. </li></ul><ul><li>Competitor’s Advertising Appeal : Many times, the brand was in the marketplace give rise to ideas that could be rejoinders to a competitor’s advertisement. For example: Coke’s punch line </li></ul><ul><li>“ Coke, the official drink ” was coke’s slogan for WILLS WORLD CUP cricket series in 1996; whereas Pepsi’s slogan “ Nothing official about it, Enjoy Pepsi”. </li></ul>
IDEA SHAPING TOOLS <ul><li>Brainstorming : It is introduced in 1989 by Osborn, an advertising professional working in advertising agency. The technique is now widely used by the corporate, the govt. and armed forces. </li></ul><ul><li>Example: </li></ul>