Advertising Ideas - article by MOREinfo-About.com

Advertising Ideas

Advertising ideas are not just the result of spontaneous clever thinking; they are a combination of knowledge, research, study, inspiration and plain hard work. Advertising ideas are sometimes the result of group thinking...and sometimes the creation of one individual. But no matter who they come from, good advertising ideas must be based on knowledge and research as well as creativity.

As an example of how advertisinhg ideas are developed, we might assume the problem facing an advertising agency is to create unique advertising for a new automobile. The creative team will begin with the basic facts on which to base an advertising idea. What are the primary engineering features of the car? Is there a single unique feature on which an advertising idea might be developed? What are the benefits to the consumer which an advertising idea might emphasize.? Is the car highly rated for safety? This would be important to people with children. If other features of the car make it a good family car, perhaps an advertising idea would emphasize safety and target families. If the car is moderately priced, an advertising idea might also mention moderate cost. "The car that redefines safety...at a cost you can afford". If this is the idea chosen, then copy and visual materials express it in various ways.

Every advertising idea deemed good enough to present to a client is developed by a team including copywriters, artists and a creative director. The first expression of the advertising idea might be a piece of copy or even just some headlines. Or the first concrete expression of the advertising idea might be a piece of art. In any event, the development of the advertising idea must progress through a series of proposed ads for magazines and other print material, TV, perhaps radio and direct mail. The advertising idea will also be expressed in promotion pieces. After the creative team has developed the advertising idea it will be approved by agency management and the account executive, and a presentation made to the client.

Every product advertised needs to be promoted with an advertising idea that speaks to the consumer, whether to his pocketbook or her vanity or to make life easier and more pleasant.(It might also of course appeal to HER pocketbook and HIS vanity).Sometimes pure creaivity enters into the process as, for example, when attempting to come up with a new advertising idea for one of 200 laundry detergents. There's just so much you can say about soap. The challenge to the creative staff in an advertising agency is to find a new way to say the same things. The answer has to be a new advertising idea.

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