MDIA2005 Lecture Notes - Lecture 8: University Of New South Wales, Google Drive, Kodak
Document Summary
Don"t come up with an ad come up with an idea: concept provides direction. + make the problem unique to them, show them you understand. Make the concept unique to that problem. + demonstrate that you have immersed yourself in their issue. + the solution tailors, creative, unique and not something they can get anywhere else: a mental shift. Use the subjective nature of the material to your advantage: a good concept. The hook for the client (before the target audience) + it is the internal glue, creates confidence and trust. Changes in ad styles can reflect a change in sales for the brand: sell the idea. + what is keeping them us at night. Reveal the idea: the definition of good. What does good mean not what things are good. Good ads are for the long term: rethinking the ocean. Who is the decision- maker and how do they think.
