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Creativity
Advertising Principles
Strength of Evidence on Principles
Improving Group Process
Generating ideas
Borrowing ideas from great ads
Improving Ideas
Implementation
Assessing group process
Other Resources for Developing Campaigns
Tools and Techniques
Creativity
For a discussion of evidence on creativity, see this summary from Persuasive Advertising by J. Scott Armstrong (Palgrave Macmillan 2010).
Advertising Principles
This section provides principles that can help you create persuasive ads. Use them to stimulate creativity in new areas as you develop an advertisement. The map gives you an overview of the areas, and the checklist provides the details for application.
Persuasion principles map
Checklist of advertising principles.
Use this checklist as an aid to creativity by seeing what principles might be applied.
Strength of Evidence on Principles
This tells you how much evidence there is on each of the principles. - In a sense, then, it is a measure of the confidence you can place on a given principle.
Improving Group Process
Advertising campaigns typically involve working in groups. This can harm creativity and productivity as shown by previous research. Here are some procedures that can help enhance a person's creativity, and improve his efficiency.
Generating ideas
Borrowing ideas from great ads
After developing your creative ideas, look at previous campaigns for similar products to find additional ideas or to avoid reusing typical ideas.
Print
Commercials
Internet
Other Advertisements
Museums
Improving Ideas
Implementation
Assessing group process
Other Resources for Developing Campaigns
Tools and Techniques
Tools and Techniques that are useful to those in advertising are described... More
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