I really honestly do not want to summarize this chapter. It's so long and there's so much information... ugh here it goes. Chapter 6 of The Advertising Concept Book is about how to generate strategies and ideas. It starts with a reminder about strategies. A strategy is the approach for how the product or service will be marketed. It seems like there are a lot of different types of strategies.
- Before and After ads show life without the product and life with the product. Of course, life with the product is better. Some ads will show just the "before" and let the consumer figure out how much better life will be when they have it. Others will show just "after."
- Advice strategies will show the benefit of a product and say some sort of "We can help you" message.
- Knowledge strategies are similar to advice strategies, but shows how knowledgable the client is about their product, the subject related to the product, or the market for the product. It can show how an item is of good quality.
- The Empathy strategy obviously demonstrates how empathetic the client is towards the consumer. Those are the ads that say "We understand and care about you."
- A Demonstration strategy is NOT the sort of demonstration you see in infomercials. It IS a clever way to demonstrate something about the product (Volvo ad)
... and the list goes on. Others include honesty, challenge, product positioning, price, and logic.
The next section is about ideas. Perfect. I have a hard time coming up with ideas. My brain gets stuck. Good campaigns can use a variety of ideas. Some use metaphors or analogies. Others use similes...
I read this. I swear. Brain is shutting off. I'll finish this later.
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