2. DESIGN AND EXECUTION OF ADVERTISEMENT
Creating the Ad message
1) Message strategy
Ad appeal should have three characteristics
 Meaningful
 Believable
 Distinctive

3. DESIGN AND EXECUTION OF ADVERTISEMENT
2) Message Execution
3) Selecting the Ad media
Major Steps
Step – 1 : Deciding on reach frequency and impact.
Step – 2 : Choosing among major media types
Step – 3 : Selecting specific media vehicles
Step – 4 : Deciding on media timing

4. DESIGN AND EXECUTION OF ADVERTISEMENT
CREATIVITY AND ITS PROCESS
Creativity Meaning
Creativity is probably one of the most frequently used
terms in Ads circle
Specific challenges
Agencies build – up the reputation for their creativity

5. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative process
Its an approach to lead the advertisement to become
successful.
A creative individual is most likely to be one who can
Produce large number of ideas quickly
Is original
Accepts personal impulses
Avoid early commitment
Capable of judging Independently

6. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative Process – Alex F. Osborn
Step 1 – Orientation
Step 2 – Preparation
Step 3 – Analysis
Step 4 – Ideation
Step 5 – Incubation
Step 6 – Synthesis
Step 7 – Evaluation

7. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative Process – Young’ Five Step Model
Step 1 – Immersion
Step 2 – Digestion
Step 3 – Incubation
Step 4 – Illumination
Step 5 – Reality or Verification

8. DESIGN AND EXECUTION OF ADVERTISEMENT
Creative Process – Graham Wallas Four step
Approach
Step 1 – Preparation
Step 2 – Incubation
Step 3 – Illumination
Step 4 – Verification