100 Ways to Create a Great Ad by Tim Collins

By Tim Collins

100 how one can Create an Ad is an obtainable advent to inventive ads thoughts. that includes a hundred spreads detailing innovations akin to the 'Reveal' and the 'Mash-up', it offers the most important equipment of devising print, tv, radio, direct, and on-line ideas.

The technique of developing an advert could be divided into 3 steps: making plans; inspiration construction; crafting. This publication offers an easy advisor to inspiration construction, together with tools which are acceptable throughout media and providing wide-ranging examples from foreign campaigns.

Aimed at organisation creatives, planners, and account handlers, in addition to picture designers, advertising and marketing pros, and scholars, 100 how you can Create an Ad has wide-ranging charm.

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Sample text

Climate change isn’t some threat to the future. It’s today’s reality. Environmental disasters, such as droughts in Niger, are wrecking people’s lives with more and more frequency. And it’s going to get worse. Want to do something about it? Good, we need people like you. Visit our website to see how the actions of you and your workplace can change the world for the better. * Climate changed. Let’s get to work. org 02 30 Side-by-side comparisons don’t have to lead to dull conventional ads. 64 / 100 ways to create a great ad COMPARISON 01 / VW ‘Put life in perspective’.

Any chance of turning that thermostat down a degree? 03 01 / Carlsberg 02 / Christian Aid The humorous insertion of the word ‘probably’ in this endline skirted advertising regulations and inspired a campaign that ran for three decades. The visual leads us to expect a hard-hitting headline, so the casual tone of the line takes us by surprise. 03 / Ronseal ‘Does exactly what it says on the tin’. We’re used to endlines for products like this making big claims about effectiveness, so this down-to-earth tone stood out.

Levi’s adapted this for the hugely successful ‘Drugstore’ ad in the nineties. Stories can be told in print through long copy or multiple images. A recruitment campaign for social workers in the UK used the techniques of graphic novels to relate case studies. 01 02 03 18 Some ads show situations with obvious consequences and leave us to imagine them. 40 / 100 ways to create a great ad CONSEQUENCES 01 / Budget car rental Slapstick consequences of decisions can be a source of humour, as in this campaign for Budget.

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