MBA Notes - Building Advertising Program
Question - What is advertising creation stage in building of advertising program? Answer Ad-creation stage consists of three stages: Idea Generation Copy-writing Layout 1. Idea generation stage Orientation : First of all in the process of idea generation it is necessary to identify the purpose or objective of communication then only a proper creative idea can be decided. Preparation : Relevant and sufficient information is required to be gathered. Analysis : Once the information is collected is required to be properly organized under different heads like- technical information, consumer behaviour information, competitors' information etc. Ideation : Ideation is the generation of actual ideas by trying different combinations of facts and information available. Incubation : Once ideas are generated, they are kept aside to incubate, i.e., to let the subconscious mind work on them for sometime. Synthesis : When the team arrives at this step, it i