3. Execution:
Execution is the actual implementation of the
Advertising Plan.
It starts with the process of Designing.
Designing is a structured approach to generating and
developing ideas.
Ideation is the process by which you can come up
with many possible design ideas.
4. Ideation: Generate & Refine Ideas
Alex Osborn, advertising
writer of the fifties and sixties,
has contributed many very
powerful creative thinking
techniques. Brainstorming is
the best known and certainly
one of the most powerful idea
generating technique.
Alex Osborn
6. Guidelines for Brainstorming:
Think freely.
Freewheeling, wild thoughts are fine. Impossible and
unthinkable ideas are fine. In fact there should be several
ideas so bizarre that they make the others laugh.
Remember that practical ideas very often come from
silly, impractical, impossible ones. By permitting
yourself to think outside the boundaries of ordinary,
normal thought, brilliant new solutions can arise. Some
"wild" ideas turn out to be practical, too.
7. Guidelines for Brainstorming:
Quantity of ideas is important.
Concentrate on generating a large stock of ideas so that
later on they can be sifted through. There are two reasons
for desiring a large quantity.
First, the obvious, usual, stale, unworkable ideas seem to
come to mind first, so that the first, say, 20 or 25 ideas
are probably not going to be fresh and creative. Second,
the larger your list of possibilities, the more you will
have to choose from, adapt or combine.
8. Guidelines for Brainstorming:
Limit the session.
A typical session should be limited to about 10 or 15
minutes. You should probably not go beyond thirty
minutes, though thirty is the "ideal" length recommended
by Alex Osborn.
Be visual.
Draw your ideas, as opposed to just writing them down.
Stick figures and simple sketches can say more than
many words.
9. Other Ideation Techniques:
Evolution.
This is the method of incremental improvement. New
ideas stem from other ideas, new solutions from previous
ones, the new ones slightly improved over the old ones.
Many of the very sophisticated things we enjoy today
developed through a long period of constant evolution.
Making something a little better here, a little better there
gradually makes it something a lot better--even entirely
different from the original.
11. Other Ideation Techniques:
Synthesis.
With this method,
two or more existing
ideas are combined
into a third, new
idea.
12. Other Ideation Techniques:
Revolution.
Sometimes the best new
idea is a completely
different one, an marked
change from the previous
ones. In other words they
could also be called
inventions or discoveries.
13. Other Ideation Techniques:
Reapplication.
Look at something
old in a new way.
Going beyond
labels and
assumptions and
discovering how
something can be
reapplied.
14. Other Ideation Techniques:
Changing Direction.
Many creative
breakthroughs occur when
attention is shifted from
one angle of a problem to
another. This is sometimes
called creative insight.
15. After Ideation, what next?
Select promising ideas.
No matter which technique you use to generate ideas, the
next day (not the same day) you should re-visit your
ideas. Then you can add, refine or evaluate each of the
ideas and develop the most promising ones for practical
application.
16. Next Step…
Sketch to think
Sketching of an idea makes you think through a lot of
details. Sketch ways to bring your concept to life early to
figure out how you might take an idea further.
Expand the idea
Create a simple expression of your idea. Keep it simple
and focus on the most important aspects of your idea.
Make sure you're still expanding on the idea, rather than
being critical and limiting your possibilities.
17. Next Step…
Do a reality check!
So far, you have been developing your idea without
giving much thought to the constraints you may face
while attempting to realize it. It makes sense to now do a
reality check: look at what’s most important about your
idea and find ways to evolve and develop it further.
18. Next Step…
Describe your ideas
Once an idea has started to evolve, you may find it
helpful to capture your thoughts in a more structured
format. Consider it a source for thoughts and questions
rather than a finished piece.
19. At this stage please share your ideas
with your instructor.
Ideation and sketches
Minimum 2 ideas and 5 clear sketches
Due Date: Monday 16th Sep 2013
Assessment Task 3 – Part 1
20. Make Prototypes:
You have now generated lots of ideas and chosen a
few concepts to move forward. In the next phase of
the design process you will prototype in order to
bring your concepts to life.
Prototypes enable you to make your ideas tangible,
share your idea with other people and discuss how to
further refine it. Choose the form that suits your idea
and media that you have selected best from the list
below…
21. Make Prototypes:
Create a storyboard
Create a diagram
Create an ad
Create a mock-up
Create a model
Create a layout
Any other to suit the media you have identified
22. Get Feedback:
Feedback is one of the most valuable tools in
developing an idea. Sharing prototypes helps you
see what really matters to people and which
aspects need improvement.
23. At this stage please show the prototypes
to your instructor and get a feedback.
Prototypes
Minimum 2 for each media
Due Date: Monday 30th Sep 2013
Assessment Task 3 – Part 2
24. Integrate Feedback:
Feedback is invaluable to developing an idea, but
can also be quite confusing. It may be
contradictory, or may not align with your goals.
Sort through the responses you receive and
decide on what to integrate in your next version.
At this stage, if necessary you may get another
round of feedback from your instructor for the
next version.
25. Evolution:
Evolution is the development of your concept
over time. It involves planning next steps,
communicating the idea to people who can help
you realize it and documenting it.
The evaluation phase is the one after the design
is published and in which clients and designers
both can determine/measure the success of the
design.
26. The Final Visuals
Due Date: Thursday 10th Oct 2013
All of the 3 parts of this task together will be graded on 50%
Assessment Task 3 – Part 3
