Post on 23-Dec-2015
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
David Ogilvy
The Big Idea in Advertising
Definition?What is it and what does it do?
Definition:
‘Big Ideas’ are advertising ideas that connect vividly with target consumers to create a sustainable competitive advantage for a brand.
In This Course
We are talking about big brand ideas
Not just big executional ideas
Except on those rare occasions when they are the same thing
Corollary
Big brand ideas are big strategically and creatively
They appeal (execution)
and they sell (strategy)!
Textbook Page 1
“A great ad is a wonderful thing; it’s why you love advertising. But what you’re looking at is only half of what’s there, and the part you can’t see has more to do with that ad’s success than the part you can.”
Structure of this course
Phase I: Big Strategy Ideas—Building Killer Strategic Briefs (KSBs) from the ground up
Phase II: Big Idea case studies—Applying creative leverage
Phase III: Big Creative Ideas—Thinking creatively, mastering the tool kit.
Reading and Preparation
We’re not in 206 anymore
The Syllabus
Next Class:Investigate the Product and its Competitors
Big Idea of the Day
Each of you will need to do this at least once.
Not just a great ad, but a great big brand idea.
Tell us what makes it great: strategically and creatively.
5 mins
Schedule for Big Idea Presentations
On Blackboard under “announcements”
Insight.Sell.Twist.
DebateBig Idea?
Who’s Idea is Bigger?Why?