Creation Stage

1. Idea generation
2. Copywriting
3. Layout

Idea Generation Stage
Wallas Creation Process

Preparation gathering information

Incubation setting problem aside

Illumination seeing the solution

Verification refining the idea

Idea Generation Stage
Barron's Psychic Creation Model

I. Conception (in a prepared mind)
II. Gestation (time, intricately coordinated)
III. Parturation (suffering to be born, emergence to
light)
IV. Bringing up the baby (further period of
development)

Idea Generation Stage
Youngs creative Process
1. Immersion Getting raw material or data
immersing oneself in the problem to get
background
2. Digestion Ruminating on the data acquired
turning it this way and that in the mind
3. Incubation Ceasing analysis and putting the
problem out of conscious mind for the time
4. Illumination Offer a sudden inspiration or
intuitive revelation about a potential solution
5. Verification Studying the idea and developing it
for practical usefulness.

Idea Generation Stage
Rossman's Creativity Model

1. Observation of a need or difficulty
2. Analysis of the need
3. A survey of all available information
4. A formulation of all objective solutions
5. A critical analysis of these solutions for their advantages
and disadvantages
6. The birth of the new idea - the invention
7. Experimentation to test out the most promising solution,
and the selection and perfection of the final embodiment

Idea Generation Stage
Alex Osborn suggested seven
steps for creative idea
generation:-
1. Orientation
2. Preparation
3. Analysis
4. Ideation
5. Incubation
6. Synthesis
7. Evaluation
Idea Generation Stage
The Creative Problem Solving (CPS) Model

1. Objective finding
2. Fact finding
3. Problem finding
4. Idea finding
5. Solution finding
6. Acceptance finding
Idea Generation Stage
Input to the Creative Process:

1. Working with the client
2. Trying the product
3. Reading and analysis
4. Listening to others
5. Product Research
6. Asking questions.
Advertisement Copy
Copy is the soul of advertisement.
An advertising copy is all the written or
spoken matter in an advertisement
expressed in words or sentences and
figures designed to convey the desired
message to the target consumers.
Advertisement Copy
Copywriting is a specialized form of
communicating ideas that are meant to
serve the requirements of modern
marketing
-George Clarke
Requisites of Effective Advertisement Copy
1. Attractive
2. Interesting
3. Retention value
4. Suggestive
5. Educative
6. Believable
7. Appropriate appeal

Attribute of Effective ad Copy
F.W. Jefkins said a good copy should comply
with the following guidelines

a. Be precise
b. Be concise
c. Aim to sell
d. Be sincere
e. Addressed to the right audience
f. Influence the readers thoughts and / or
action
g. Stimulate interest
h. Creative desire
i. Inspire confidence

Components of Advertising Copy
Necessary elements of Copy for most advertisements
( by Philip W. Burton and G. Boumankreer in Advertising
Copywriting )

1. The Headlines
2. The Subhead all ads dont need
3. The Body Copy details regarding the functions of products
/ services Its benefits
4. Captions less important than main selling point, small
units of types used with illustrations, coupons and special
offers
5. The Blurb a balloon out of speakers mouth
6. Boxes and Panels
7. Slogans , Logo types and Signatures

Elements of Advertising Copy
1. Headlines
2. Sub heads
3. Illustrations
4. Slogans, logo types & signatures
5. Body copy
6. Blurb
7. Boxes and panels
8. Identification mark
9. Closing idea
Copy
headline
subhead
body copy
Slogan
Logo
Visuals
Copy
headline
subhead
body copy
Slogan
Logo
Visuals
Copy
headline
subhead
body copy
Slogan
Logo
Visuals
Broadcast Advertising Copy
Broadcast Ad-copy
Radio ad Television ad
Radio Ad-Copy
Steps in preparation of radio ad-copy:-
1. Collecting necessary information
2. Deciding length of radio-copy
3. Script writing
4. Selection of announcer and musician
5. Recording of ad-copy
6. Editing
Television Ad-Copy
Steps in preparation of TV ad-copy:-
1. Collecting required information
2. Deciding the length of TV ad copy
3. Script-writing
4. Selecting the creative team and shooting
of ad film
5. Editing

layout
A layout is a miniature sketch or the proposed
advertisement
According to Mr. Otto Kleeper, 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.
Functions of the Layout
1. It organizes all the elements
2. It brings together copy writer & art
director
3. It enables the advertiser to visualize his
future advertisement
4. It acts as a guide to the copy specialists

Principles of Good Layout
1. Principle of balance
2. Principle of rhythm
3. Principle of emphasis
4. Principle of proportion
5. Principle of unity
6. Principle of simplicity

Preparation of layout
1. Sketch
2. Rough layout
3. Finished layout
i. comprehensive layout
ii. Dummy layout