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Integrated Marketing
Communications
Advertising and
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7

FINDING THE BIG IDEA

CHAPTER TAKEAWAYS

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• Understand the concept of a ‘big idea’
• Appreciate creativity and traits of creative
people
• Learn to be creative!
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HAPPYDENT EXAGGERATES BENEFITS
OF SPARKLING TEETH
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Ad 3

Ad 2
Ad 1
BIG IDEA

Execution
Strategy

Creative
Big Idea
CREATIVITY

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• Giving birth to something new
• Application of past experiences or ideas
in a novel way
• Being imaginative, innovative, original
and different
TRAITS OF CREATIVE MINDS

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Questioning Courage to Sense of
Attitude Take Risks Humour

Openness to
Habit of Ability to
New
Observation Visualise
Experiences

Positive
Mindset
STIMULATE YOUR CREATIVITY

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Meditate on Meditate on Journal Your
Goal Self Thoughts

Sleep on Take Time Out Nurture

problems for Yourself Hobbies

Watch Your
Have Fun Speed Up
Company
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STORMING THE BRAIN…

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• 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
PREPARING FOR
BRAINSTORMING

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Research &
Maintain an Brainstorm
Brainstorm
Idea log in Group
Individually
 WHAT CAN YOU
BRAINSTORM ON?

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

Personification Popular Words &

Shortcomings Correlations Colours Shapes
s culture visuals
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MEDIA AS A SPRINGBOARD
FOR IDEAS
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Day 3
SPRINGBOARD FOR IDEAS
COMPETITION AS A

Day 2
Day 1
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SHORTCOMINGS GIVE IDEAS
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SITUATION GIVES IDEAS
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WORDS AND VISUALS
FOR IDEAS
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CURRENT AFFAIRS GIVE IDEAS
COMMONLY PRACTICED
CREATIVE TECHNIQUES

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Free
Analogy
Association

Lateral Right Brain

Thinking Thinking
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ARRIVE AT EXECUTION IDEAS
BRANDS USE ANALOGY TO
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CASE STUDY
TATA SALT