CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD

Advertising and Promotion (MKT621)

Lesson 45

CONCEPT OF AN AD

OVERVIEW

In this lecture the students will be given a brief about how to develop a concept for an ad. A

practical demonstration is already given to the students through the lecture on TV / CD.

HOW TO DEVELOP A CONCEPT OF AN AD

Let us suppose a company wants to launch a new brand of Juice called "FRESHNAT" with

three flavors and different benefits.

Following are the different stages for preparing an ad supposing the brand name is already

determent.

After the account executive has explained to the creative department regarding the

requirements of the client a rough sketch will be prepared and the whole thing will be complete

for the concept to be ready in different steps as under:

STEP 1: SKETCHING:

STEP 2: BOX FABRICATION:

STEP 3: COLOR RENDITION / DESIGNING:

STEP 4: BOX READY:

STEP 5: CONCEPT READY

Both computer and manual methods will be adopted to create this concept which will

eventually be used for all ads / campaigns. This concept will include the design uniqueness,

additional benefits to match the present competition of the market. In order to develop this

concept the requirement of the client / advertiser the market trends and competition should be

kept in mind besides understanding the demographics and psychographics of the target market.

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