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一谈到创意,广告人就头痛.因为创意是广告策划中最难迈过的一道槛。广告创意是智慧火花的闪现,它无形无影却魅力无穷。好的创意(Big idea)能产生巨大的震撼力,激活整个策划运动,使广告达到甚至超过预期效果。那么,什么是创意震撼力?如何才能使创意产生可贵的震撼力? DDB的灵感早在20世纪70年代,美国DDB广告公司在广告大师伯恩巴克带领下,发起过“大众汽车广告运动”(volkswangn Campain),不但创造了销售奇迹,也开辟了广告界的创新革命。该广告创意被美国广告
When it comes to creativity, advertisers have a headache, because creativity is the most difficult step in ad planning. Creative advertising is the flash of wisdom sparks, it is virtually indescribable charm. Big ideas generate tremendous power, activating the entire planning campaign to bring the ad to even more than expected. So, what is creative shock? How can make creative valuable valuable? DDB inspiration As early as the 1970s, DDB advertising company in the United States led by advertising master Bernbach, launched the “Volkswagen Advertising Campaign” ( volkswangn Campain), not only created a sales miracle, but also opened up an innovative revolution in the advertising industry. The ad creative is American advertising