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BrentGosling
Planning.Oct
'93
GettingtoPropositionstoMakeGoodAdsSomeHelpfulHints
(SomeNot).
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GettingtoPropositionstoMakeGoodAds1)Setyourselftheobjectiveofmakingagreatadaboveeverythingelse.NOT:Wantingana,dbyTuesdayWantinganadwhichis"aspirational"(oranyothervaguedirective)Wantinganadthathaspeople~nit(oranyotherexecutionalpreconceptions)Wantinganadthatyouthinktheclientwillbuy.Youmusthavetherightattitude.2)Giveyourselfthetimetothinkaboutit.Ontopofallyouranalysis,yourresearch,yourdiscussionswiththeteamandclient,setasidetimetositandthink.Itisacreativeprocess.Allowyourself.tocomeatitfresh,forgetallyou'velearnt,ignoretheresearch,playwithitonpaperandinyourhead.
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-otherplanners(usethesofas).GettingPropositionstoMakeGoodAds(Cont'd)3)Talkitoverwithpeoplewhoaren'tuptotheirnecksinit.-thecreativeteam(s).
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