How Is Advertising Made?
Behind every ad that makes you smile or think lies a powerful science! Discover how brands like Cadbury and Coca-Cola turn insights into emotion through creativity and clarity. Learn the art and science behind advertising that truly connects.
It seems so much more art than science and something. However, there is a definite science behind how it's all done!
So do enjoy this article on the art and science behind winning advertising!
Making advertising follows a few basic steps!
Understanding the Core Issue
Before kicking off the creative process, the most critical thing is to get pristine clarity on the task you are working on!
While I was working on Cadbury Gems' "Raho Umarless" campaign, our brand task was to make Gems the 'Brand for me' for the kids and teens.
Again, in Cadbury Celebrations "Toh Iss Diwali Aap Kise Khush Karangay?", we wanted to convert "Aware Non-Purchasers" who were aware of the brand but didn't think about it during their purchase occasions.
Getting precise clarity on what you are solving is the first step!
Understanding the Consumer
The following steps are the most exciting steps for any marketer.
Get everyone into the room – Brand manager, Consumer Insight Manager, R&D Manager, Sales Manager, Agency Planner, Agency Client Servicing, Design Teams, etc.- divide yourselves into teams of 2-3 people each and meet consumers, read about your consumer, and do expert interviews.
Throughout the journey, you keep making small…
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