Page 156 - Duct Tape Marketing

140 Part III: Creating and Placing Ads

Brainstorming

Brainstorming is an anything-goes group process for generating ideas through
free association and imaginative thinking with no grandstanding, no idea
ownership, no evaluation, and definitely no criticism.

The point of brainstorming is to put the mind on automatic pilot and see
where it leads. You can improve your brainstorming session by

ߜ Flipping through magazines and newspapers for inspiration. Pick up
copies of Advertising Age and AdWeek (available at newsstands and in
most libraries) for a look at the latest in ad trends. Also include fashion
magazines, which are a showcase for image advertising.

ߜ Looking at competitors’ ads.
ߜ Looking at your own past ads.
ߜ Thinking of how you can turn the most unusual attributes of your prod-

uct or service into unique benefits.
ߜ Doodling. Ultimately an ad is a combination of words and visuals. See

where your pencil leads your mind.
ߜ Widening your perspective by inviting a customer or a front-line staff

person to participate in the brainstorming session.

If you’re turning your ad creation over to a staff member or to outside profes-
sionals, you may or may not decide to participate in the brainstorm session.
If you do attend, remember that there is no boss in a brainstorm. In a brain-
storm session, every idea is a good idea. Bite your tongue each time you
want to say, “yes, but . . .” or “we tried that once and . . .” or “get real, that
idea is just plain dumb.”

At the end of the brainstorm, gather up and evaluate the ideas:

ߜ Which ideas support the ad strategy?
ߜ Which ones present the consumer benefit?
ߜ Which can be implemented with strength and within the budget?

Any idea that wins on all counts is a candidate for implementation.

Golden rules

Chapters 11–13 focus specifically on creating and placing print, broadcast,
and direct mail ads. The following rules apply to all ads — regardless of the
medium, the message, the mood, or the creative direction: