Creative advertising assessment of the core content

A successful advertising strategy have created the first product from the concept of shape and position to start after spend a lot of time and energy consumers in the U & A, consumer demand and satisfaction in areas such as research, the aim is to dig out the objectives of the consumer "The more important unmet needs," according to the target consumer, "the more important unmet needs" in order to create a product point of interest and to develop a unique product concept. A successful advertising is to create a short span of 15 seconds or 30 seconds through the unique performance of a creative advertising concept of accurate delivery of products to consumers.

DMB Sony engaged in the consumer market research and advertising research studies for many years and has extensive assessment of creative advertising and research experience to help many clients to assess creative advertising and advertising testing studies, to reduce the risk of investment in advertising and blindness. The many years of creative advertising in the assessment and research experience to share with you. General assessment of Advertising creation can be divided into three steps are as follows:

The first step: the creation and advertising companies to communicate to understand each other first before it a clear grasp of the key elements of creative advertising (including ads of interest, support and communication point of emphasis, etc.). When reading the script advertising creative, to find out whether they really understand the script, including the picture clarity of fonts is to understand the whole creative understand that if they have to understand, first and then find out a comprehensive assessment The next step.

The second step: the first to grasp the two key issues: (1) the ad with our creative strategy? (2) whether it is consistent with our brand personality. If both the answer is no, then create ads on the assessment there is no need to go. This is because if we do not meet the creative strategy, even the best ideas are meaningless.

Step three: two from the rational and emotional aspects of the comprehensive assessment, which is part of the entire ad creation of the assessment of the core elements:

(A) emotional response: From the consumer's point of view, after reading this ad intuitive response? Do not take into account any factors such as logic and strategy and is only concerned with their own intuition. This ad has exciting excited? It is very interesting and convincing arguments? Whether or not exciting excited?

(B) a rational response: a rational combination of emotional reaction to think, need to consider the following five aspects: (1) creative point; (2) dramatic story; (3) of the ad slogan; (4) the key to the screen; (5) Other factors.

creativity:

Creative brand is not just point to the interests of consumers, but also the interests of the creative expression of points. Creative is not a point of strategic interest, but the interests of the point into the implementation of creative expression.

How to find a creative point? Look at the entire ad from a comprehensive and conceptual point of view, to find the core of the creative thinking. Rather than a separate screen or in part, on the screen is not affected by the implementation of the trap (music, characters, etc.) affected. Focus on the circumstances of the screen where?