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    IMC Lecture 9, Finding The Big Idea

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    Raj Vinaika
    The document discusses finding big ideas and creative executions for integrated marketing communications campaigns. It covers defining a strategy and big idea, then generating creative executions. It outlines traits of creative minds and ways to stimulate creativity like journaling, meditation, and nurturing hobbies. The document also discusses brainstorming techniques like storming the brain in groups, and using research, media, competition, situations, words and visuals as springboards for ideas. Commonly used creative techniques like analogy, free association, lateral thinking and right brain thinking are also covered.

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    IMC Lecture 9, Finding The Big Idea

    Uploaded by

    Raj Vinaika
    27 views10 pages
    The document discusses finding big ideas and creative executions for integrated marketing communications campaigns. It covers defining a strategy and big idea, then generating creative executions. It outlines traits of creative minds and ways to stimulate creativity like journaling, meditation, and nurturing hobbies. The document also discusses brainstorming techniques like storming the brain in groups, and using research, media, competition, situations, words and visuals as springboards for ideas. Commonly used creative techniques like analogy, free association, lateral thinking and right brain thinking are also covered.

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    IMC Lecture 9, Finding the Big Idea

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    The document discusses finding big ideas and creative executions for integrated marketing communications campaigns. It covers defining a strategy and big idea, then generating creative executions. It outlines traits of creative minds and ways to stimulate creativity like journaling, meditation, and nurturing hobbies. The document also discusses brainstorming techniques like storming the brain in groups, and using research, media, competition, situations, words and visuals as springboards for ideas. Commonly used creative techniques like analogy, free association, lateral thinking and right brain thinking are also covered.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    27 views10 pages

    IMC Lecture 9, Finding The Big Idea

    Uploaded by

    Raj Vinaika
    The document discusses finding big ideas and creative executions for integrated marketing communications campaigns. It covers defining a strategy and big idea, then generating creative executions. It outlines traits of creative minds and ways to stimulate creativity like journaling, meditation, and nurturing hobbies. The document also discusses brainstorming techniques like storming the brain in groups, and using research, media, competition, situations, words and visuals as springboards for ideas. Commonly used creative techniques like analogy, free association, lateral thinking and right brain thinking are also covered.

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    of 10

    01-11-2017

    IMC Lecture no 9

    Integrated Marketing Communications Prof. Rajesh Prasad 1

    FINDING THE BIG IDEA

    Integrated Marketing Communications Prof. Rajesh Prasad 2

    1
    01-11-2017

    HAPPYDENT EXAGGERATES
    BENEFITS OF SPARKLING TEETH

    Integrated Marketing Communications Prof. Rajesh Prasad 3

    BIG IDEA

    Strategy

    Big Idea
    Ad 1 Ad 3

    Creative
    Execution Ad 2

    Integrated Marketing Communications Prof. Rajesh Prasad 4

    2
    01-11-2017

    CREATIVITY

    • Giving birth to something new

    • Application of past experiences or ideas in a novel way

    • Being imaginative, innovative, original and different

    Integrated Marketing Communications Prof. Rajesh Prasad 5

    TRAITS OF CREATIVE MINDS

    Questioning Courage to Sense of


    Attitude Take Risks Humour

    Openness
    Habit of Ability to
    to New
    Observation Visualise
    Experiences

    Positive
    Mindset
    Integrated Marketing Communications Prof. Rajesh Prasad 6

    3
    01-11-2017

    STIMULATE YOUR CREATIVITY

    Journal
    Meditate on Meditate on
    Your
    Goal Self
    Thoughts

    Take Time
    Sleep on Nurture
    Out for
    problems Hobbies
    Yourself

    Watch Your
    Have Fun Speed Up
    Company
    Integrated Marketing Communications Prof. Rajesh Prasad 7

    Integrated Marketing Communications Prof. Rajesh Prasad 8

    4
    01-11-2017

    Integrated Marketing Communications Prof. Rajesh Prasad 9

    STORMING THE BRAIN…

    • Coming up with creative ideas in a group

    • Generating maximum new ideas in a given time with no bars held

    • May be an arbitrated process

    • Ideas to be recorded for later selection

    Integrated Marketing Communications Prof. Rajesh Prasad 10

    5
    01-11-2017

    PREPARING FOR
    BRAINSTORMING

    Research
    &
    Maintain Brainstor
    Brainstor
    an Idea m in
    m
    log Group
    Individuall
    y

    Integrated Marketing Communications Prof. Rajesh Prasad 11

    WHAT CAN YOU


    BRAINSTORM ON?

    Product
    Target Current
    Strategy names & Media Situation Competition
    audience affairs
    definitions

    Shortcoming Personificatio Popular Words &


    Correlations Colours Shapes
    s ns culture visuals

    Integrated Marketing Communications Prof. Rajesh Prasad 12

    6
    01-11-2017

    MEDIA AS A SPRINGBOARD
    FOR IDEAS

    Integrated Marketing Communications Prof. Rajesh Prasad 13

    COMPETITION AS A SPRINGBOARD FOR IDEAS

    Day 1

    Day 2

    Day 3
    Integrated Marketing Communications Prof. Rajesh Prasad 14

    7
    01-11-2017

    SHORTCOMINGS GIVE IDEAS

    Integrated Marketing Communications Prof. Rajesh Prasad 15

    SITUATION GIVES IDEAS

    Integrated Marketing Communications Prof. Rajesh Prasad 16

    8
    01-11-2017

    WORDS AND VISUALS


    FOR IDEAS

    Integrated Marketing Communications Prof. Rajesh Prasad 17

    CURRENT AFFAIRS GIVE IDEAS

    Integrated Marketing Communications Prof. Rajesh Prasad 18

    9
    01-11-2017

    COMMONLY PRACTICED CREATIVE TECHNIQUES

    Free
    Analogy
    Association

    Lateral Right Brain


    Thinking Thinking
    Integrated Marketing Communications Prof. Rajesh Prasad 19

    BRANDS USE ANALOGY TO ARRIVE AT EXECUTION


    IDEAS

    Integrated Marketing Communications Prof. Rajesh Prasad 20

    10

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