tests of a good concept
DESCRIPTION
Larry Asher is a creative director who also teaching ad concepts at SVC. Here's his presentation on what he believes are the components of a worthy ad concept.TRANSCRIPT
![Page 1: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/1.jpg)
![Page 2: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/2.jpg)
What makes the good stuff good?
![Page 3: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/3.jpg)
Is it intrusive?
1
![Page 4: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/4.jpg)
Why be intrusive?
Daily ad exposures 560
Ads noticed 76
Ads recalled a day later 12
Ads negatively recalled -3
Net ads recalled 9
![Page 5: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/5.jpg)
1.6%
![Page 6: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/6.jpg)
How do you make an ad intrusive?
![Page 7: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/7.jpg)
How do you make an ad intrusive?
(Not like this.)
![Page 8: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/8.jpg)
![Page 9: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/9.jpg)
![Page 10: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/10.jpg)
![Page 11: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/11.jpg)
![Page 12: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/12.jpg)
![Page 13: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/13.jpg)
![Page 14: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/14.jpg)
Is it relevant?
2
![Page 15: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/15.jpg)
![Page 16: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/16.jpg)
Is it involving?
3
![Page 17: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/17.jpg)
![Page 18: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/18.jpg)
Think about how people learn things.
![Page 19: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/19.jpg)
![Page 20: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/20.jpg)
![Page 21: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/21.jpg)
![Page 22: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/22.jpg)
![Page 23: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/23.jpg)
![Page 24: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/24.jpg)
![Page 25: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/25.jpg)
Is it believable?
4
![Page 26: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/26.jpg)
![Page 27: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/27.jpg)
![Page 28: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/28.jpg)
![Page 29: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/29.jpg)
![Page 30: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/30.jpg)
![Page 31: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/31.jpg)
![Page 32: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/32.jpg)
![Page 33: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/33.jpg)
In summary:
1. Is it intrusive?
2. Is it relevant?
3. Is it involving?
4. Is it believable?
![Page 34: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/34.jpg)
It’s time for thanking and questions.
![Page 35: Tests Of A Good Concept](https://reader034.vdocuments.us/reader034/viewer/2022042613/54c624ca4a795936588b45a4/html5/thumbnails/35.jpg)