Advertising allows us to communicate a salient message to a large group of consumers faster than any other form of communication. It allows us to truly connect with the consumer; it gives us an opportunity to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a sense of urgency for the consumer, awareness often honest and accurate that there are products, places, styles or sensibilities that cry out for action or attention. Advertising is a compendium of all communications that consumer sees, feels, touches, hears, smells, and so on. If they are walking through a store, the packaging on particular product is advertising. If they are at home, the direct mail they receive in
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That way the insight becomes brand-centric. After that, provide a strong creative brief that helps the creative understand the brand, the barriers the brand might face, and exactly what it is that the advertising should do. In reviewing the creative s ideas, it is important that keep in mind whether they really deliver on the marketing strategy. We need to set aside our own tastes and put our self in the consumer s shoes, because nine times out of 10 you aren t the target consumer anyway. Ask, Will this idea connect to the consumer? Once we ve completed the review, take the ideas to the client. WE have to listen to the client, because its job is to protect the core equities of the brand. The client needs to feel comfortable, but also needs to judge the idea the way you did will it connect? You need to cut through the clutter, engage the consumers, and persuade them to take an action or purchase the product. At the end of the process, we need to get the results and learn from them. If the process worked well, understand what made it successful and keep it going. To succeed in the advertising business, we must be able to see opportunity in the abstract and then, you must make it real.
Advertising is a part art, part science, and perhaps even a greater measure of discipline. If you don t have a disciplined approach to developing a strategic platform, it will be impossible to produce quality material over a long period