4. ad creatives - ii

8/7/2019 4. Ad Creatives - II

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SIMC Sem II

07.1.11

The CreativeProcess


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ICEDIP Six steps to the big idea

I InspirationC- ClarificationE Evaluation

D DistillationI IncubationP- Perspiration

THESE CAN BE USED IN ANY ORDER.


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What ICEDIP really is

Inspiration: In which you research and generate

many ideas

Clarification: In which you focus on your goals

Evaluation: In which you review your work and

learn from it

Distillation: In which you decide which of yourideas to work on

Incubation: In which you leave the work alone

Perspiration: In which you work determinedly on
http://www.greenfields.u-net.com/docs/inspiration.htmlhttp://www.greenfields.u-net.com/docs/inspiration.htmlhttp://www.greenfields.u-net.com/docs/clarification.htmlhttp://www.greenfields.u-net.com/docs/clarification.htmlhttp://www.greenfields.u-net.com/docs/evaluation.htmlhttp://www.greenfields.u-net.com/docs/evaluation.htmlhttp://www.greenfields.u-net.com/docs/distillation.htmlhttp://www.greenfields.u-net.com/docs/distillation.htmlhttp://www.greenfields.u-net.com/docs/incubation.htmlhttp://www.greenfields.u-net.com/docs/incubation.htmlhttp://www.greenfields.u-net.com/docs/perspiration.htmlhttp://www.greenfields.u-net.com/docs/perspiration.htmlhttp://www.greenfields.u-net.com/docs/perspiration.htmlhttp://www.greenfields.u-net.com/docs/incubation.htmlhttp://www.greenfields.u-net.com/docs/distillation.htmlhttp://www.greenfields.u-net.com/docs/evaluation.htmlhttp://www.greenfields.u-net.com/docs/clarification.htmlhttp://www.greenfields.u-net.com/docs/inspiration.html


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Clarification

Clarification is necessary

So you dont lose sight of the larger picture

So you know how the details fit the bigger picture

So the end product is 100% effective and

workable


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Typical questions you ask when youclarify

How can I package this product?

I need a new approach to painting the sky

Staff turnover is too fast to get continuity onlong contracts

I like this shape, what could I do with it?

What sort of personality should I convey for thischaracter?

How could I improve the efficiency of mybusiness?


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Types of clarification

Closed Clarification How can I package this product?I need a new approach to painting the sky

Staff turnover is too fast to get continuity on longcontracts

Open Clarification

I like this shape, what could I do with it?What sort of personality should I convey for this

character?How could I improve the efficiency of my

business?


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To get to the real needYou need to get to the realreason

To get to the real reasonYou need to ask WHY, HOW andSO?

This can be done by Stepping


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Three steps to CLARIFICATION

Stepping down

Stepping up

Stepping sideways (Lateral thinking)


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Stepping DOWN

Ask the question HOW?

Define plan/task/action

Generate answers for HOW YOU CAN ACHIEVE

YOUR OBJECTIVE


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Stepping DOWN


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Stepping UP

This gets you to the real reason and therefore the

real problem

Ask the question WHY?

What causes this need?

For what purpose?


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Stepping UP


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Stepping Down


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Stepping up and down, together Eg 1

I need to reduce waiting time for liftsWHY? (Step up)Because the lifts are inadequate Thought

SO? (Step down)

So fit a new shaft Action


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Stepping up and down, together. Eg: 2

I need to reduce waiting time for lifts

WHY?

Because the lifts are inadequate

WHY?

Because they are old fashioned

SO?

So modernise them


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Stepping up and down, together. Eg: 3

I need to reduce waiting time for liftsWHY?Because the lifts are inadequate

WHY?Because they are old fashionedWHY?Because they are in an old fashioned building

SO?So move to a newer building


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Stepping up and down, together.

The thought-action continuum.

Thought

Objective

Action


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Asking the questions

Unless I.

Either or.

No, thats not true!


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I want to reduce the frustration of waiting

No! Its nice to rest and wait

Unless.you make waiting interesting by

providing some sort of entertainment


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Either

I need to reduce the waiting time for lifts

OR reduce the number of people using them

OR encourage alternative ways for people to gettogether

OR put people who communicate with each other

a lot on the same floor


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Clarification tools

1. Asking the clarification questionnaire

2.Walking the dog

3. Tolerating ambiguity

4.Research

5.Analysis

6.Brief

7.Mind mapping


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Clarification Tool #1 TheQuestionnaire

The Clarification Questionnaire

What am I trying to say

How could I exploit this idea What has gone wrong exactly? Where?


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Clarification Tool # 2 Walking the dog

Walking the dog

Try clarifying somewhere where you cannot work

in the bath

or when walking the dog or even while cooking


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Clarification Tool # 3 Toleratingambiguity

Learn to live with ambiguity

Dont evaluate too fast

Your mind is automatically thinking to sort out the

confusion


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Clarification Tool # 4 Research

Actual research

Do you have all the information you need

Are you getting unbiased information

Have you listened carefully?

Have you talked to the people who will implement

your ideas


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Clarification Tool # 5 Analysis

What are we going to do?

Why are we going to do it?

When are we going to do it?

Where will it be done?

Who is going to do it?


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Clarification Tool # 6 Brief

Eg: If your objective is To write an article for the

Eco Times that gets accepted

You can say,

When I write this article, I dont want to sound

casual

Or I want to use a lot of business words andindustry specific words

OR I want to write like the editor


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Clarification Tool # 7 Mind mapping

Start with a central image or word

Write your thoughts spreading out from the

central word

Key words can go in boxes or thick lines

This gives you an at-a-glance map of your

thoughts, which can be later broken down


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Pointers for Mind Mapping inReal.

The five essential characteristics of


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The five essential characteristics ofMind Mapping

The main idea, subject or focus is crystallized in acentral image.

The main themes radiate from the central imageas 'branches'.

The branches comprise a key image or key worddrawn or printed on its associated line.

Topics of lesser importance are represented as'twigs' of the relevant branch.

The branches form a connected nodal structure.


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Mind maps in business

Mind Maps:

improve brainstorming sessions

organize and clarify thinking about an idea

improve communication and collaboration optimize project planning

save time and increase productivity


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Your mind map should follow this.


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Example 1 of mind mapping for ideas


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Example 2 of mind mapping.


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Like slide 34, you need not use pictures in themind map for the assignment.


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.copycaat@gmail com

onali BrahmaCreative Consultant

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