SIT

Systematic Inventive Thinking

Advertising Tools
The tools
Absurd Alternative
Extreme Consequence
Inversion
Unification
Metaphor
Activation
Reduction (Bonus Tool!
Absurd Alternative
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The Basic Idea Fab Detergent
Dandruff Ironing
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The Basic Idea
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Inversion
The Basic Idea (anal /
S0iss army Shell
1ob%ilot2com
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The basic idea
$ Instead of focusin# on the promise
of -ho% #ood %ill it be to have the
product. %e ta/e the consequence
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The Basic Idea (ar Accident
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The basic idea
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Metaphor
The basic idea Sea Salt Butter
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The basic idea
$ 0e connect our product to a
s1mbol that has a pre2existin#
association %ith the messa#e(
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the s1mbol bac/ to the
product&brand' so that the1 %ill
be visuall1 fused to#ether(
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Activation
The basic idea P&3A
Breast (ancer Basketball (lub
#air (olor
Activation
The basic idea
$ 0e invite the prospect to perform
a ph1sical action' experiencin# the
messa#e instead of hearin# or
readin# it( This results in
increased impact and memorabilit1(
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Activation
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The Basic Idea 9:; &ff
Playboy (heerios
'5'
-Reduction.
The basic idea
$ 0e remove from an ad one (at
least! of its essential
components and consider in
%hat %a1 this can stren#then
the messa#e(
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Cindy Crawford, with almost nothing on, in the September issue
-Reduction.
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-Reduction.
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9:; off
-Reduction.
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Cheerios
-Reduction.
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3o%' let4s see %hat 1ou
remember5
$ Ta/e a loo/ at the follo%in# ads and
tr1 to identif1 the advertisin# tool
behind them( There ma1 be more than
one tool applied in each ad(
$ 6or ans%ers please contact 7rant at8
#rant9sitsite(com
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