Where do creative ideas come from?

• Exposure
• Incubation
• Illumination
• Execution

Other techniques

• Word association lists
• Brainstorming
• Browse through thick photographic annuals in hopes that a dramatic picture will trigger a great idea
• Review a "familiar quotations" book
• Look through your favorite magazines
• Spend time thinking!

Preparing to Write: Think VIPS

• Visibility
• Identify
• Promise
• Simplicity

Steps

1. Write a copy platform
2. Develop a creative concept
3. Choose an approach

What is a "copy platform?"

• a written statement of objectives and a summary of information for an ad or ad campaign.
• List product's selling points and benefits

What is a creative concept?

• an idea that provides a basis for the selection and arrangement of ad materials
• The big idea
• unifying theme
• communicates your "selling message"

Writing the Ad

Objective

• A - command attention
• I - sustain interest
• D - create desire
• C - cause conviction
• A - instigate action