Preparation -> illumunication -> verification -> incubation

Incubation -> preparation -> illumination -> verification

Preparation -> illumination -> incubation -> verification

Preparation -> incubation -> illumination -> verification

Preparation -> verification -> illumination -> incubation

slogan, campaign theme, activities, working with the client

unique selling proposition, creating a brand image, finding inherent drama, posinitiong

message communication studies, concept testing, portfolio testing, reaction testing.

working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.

message communication studies, concept testing, portfolio testing, reaction testing.

unique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).

working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.

message communication studies, concept testing, portfolio testing, reaction testing.

unique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).

the approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.

focus on the consumer’s practical, functional or utilitarian need for the product or service.

relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand.

the approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.

the way a particular appeal is turned into an advertising message; the way the message is presented to the consumer.

focus on the consumer’s practical, functional or utilitarian need for the product or service.

relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand.

feature, competitive advantage, news, product/service popularity.

acceptance, approval, affiliation, recognition, status, respect, rejection, embarrassment.

straight sell, evidence, demonstration, comparison, testimonial.

headlines, subheads, body, visual, layout.

Headlines, subheads, body copy, visual element.

Clear execution style that emphasize on the service and benefits of the product.

Slice of life, animation, personality symbol, dramatisation.

Needledrop, jingles, native advertising and formatting.

Direct headlines, visual elements, clear layout.

Visual element, jingles, animation, humour.

Audio, native advertising, slice of life, direct headlines.

Headlines, layout, demonstration, personality symbol.

reinforce the headline and advertising slogan or theme.

work synergistically with the headline and body copy to produce an effective message.

relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand.

communicate the message and hold consumer attention.

Needledrop.

Subheads.

Feelings.

Product appeal.

Is the creative approach consistent with the brand’s marketing and advertising objectives?

Is it simple, instigating, reflect brand, appeal emotionally, not be lengthy, predictable, actionable, memorable, should define aim of product?

Does it determine how the message strategy will be executed?

Does it generate fresh, unique ideas?