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Answer
Ad-creation stage consists of three stages:
1. Idea Generation
2. Copy-writing
3. Layout
1. 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.
5. Incubation: Once ideas are generated, they are kept aside to incubate, i.e., to let
the subconscious mind work on them for sometime.
6. Synthesis: When the team arrives at this step, it is equipped with a number of ideas. In
this stage, the emphasis is on combining these ideas and evolving something substantial
from it.
7. Evaluation: The various ideas generated in the previous steps are evaluated here.
The criteria used for evaluation are described here. The idea should be:
What am I advertising?
To whom am I advertising?
3. Layout
A layout is a miniature sketch of the proposed advertisement. A rough layout is first prepared
in which the headline and subheads are lettered in artwork and photographs are drawn or
provided, and the position various elements of ad-copy is indicated. The rough layout is tested
and modified to prepare the final layout. The final layout is appended with many explanations
and mechanical designs to give a comprehensive view. It refers to specifications for estimating
costs, guidance for engravers and blueprints for advertisers.
Layout means two things; in one sense, it means the total appearance of the advertisement
its design and the composition of its elements; in another sense, it means physical rendering of
the design for the advertisement its blueprint for production purposes.
Copy Testing
Copy testing is a means of measuring the communication value of advertising. As a
diagnostic tool rather than an evaluative tool, copy testing can be instrumental to the creative
development process. There are two key objectives in a copy testing framework. One objective is
to determine whether the advertising can cut through the clutter and make people stop and notice
the ad. The second is to assess whether the ad communicates the intended message.