Page 141 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 7: Advertising Strategy: Fundamentals

Notes
There are many more big ideas. Some of the recent examples are the slogans 'Hamara
Bajaj' for Bajaj motorcycles and scooters and the words 'Chaar boondon wala' for Ujala
wash additive.

However, one of the key lessons from the examples given above is that a big idea grows
with time.

There are many examples where such big ideas have been cast away by brand managers
and advertising agencies without realising that in many ways they are actually tearing
out the heart of the advertising communication.
Big ideas take time to be created and can only be created in the context of the brand
promise. The big idea is never extraneous to the brand strategy. Indeed, it could be the
biggest differentiator that the brand has in today's complex and complicated communication
world and should be nurtured and supported so that today's creative device becomes the
big idea for the future.

Source: thehindubusinessline.com
No one really knows why one person can consistently create successful ads and why the other
person meets repeated failures. A creative individual is most likely to be one:

1. Who can produce a large number of ideas quickly (conceptual fluency)
2. Is original

3. Is capable of separating source from content in evaluating information
4. Suspends judgement and avoids early commitment

5. Is inclined to be less authoritative
6. Accepts personal impulses

7. Is capable of judging independently
8. Possesses a rich, bizarre fantasy life.

Alex F. Osborn, former head of BBDO agency (Applied Imagination, Charles Scribner & Sons,
1953) established the Creative Education Foundation and suggested a more comprehensive
creative process that involves the following seven steps:
1. Orientation: Pointing out the problem

2. Preparation: Gathering pertinent data
3. Analysis: Breaking down the relevant material

4. Ideation: Piling up alternative ideas
5. Incubation: Putting the problem aside to invite spontaneous ideas at some later, unguarded
time.
6. Synthesis: Putting the pieces together, and

7. Evaluation: Judging the resulting ideas.

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