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Below you'll see a concept for a print ad, a full page magazine ad. It's for a low priced, 100cc motorcycle.
The target audience is 16 to 24 year old boys to young men, for whom a motorcycle will be the first major purchase of their lives, which is exactly the case in three of the world's four most populous countries: China, India, and Indonesia.
For most of the target audience, ownership of a motorcycle is a way of saying, "I'm doing great, and on the way to bigger and better things in life."
In parts of Europe and North America, there's a similar psycho-dynamic with a teenager's first car.
The concept for a print ad can be depicted in writing like this:
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Or, here's another way to create the same concept:
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The advertising idea behind this ad is, "The big plans you have in life start with the purchase of this small, inexpensive motorcycle."
Here's another concept:
Headline: Fashionable bedroom attire.
Visual: Condom.
The advertising idea behind this concept is that "these days it’s cool to use a condom."
Get the idea?. Of an ad idea.
For print ads, a concept is the headline and main visual, usually a photograph or illustration. And that’s what you want to scribble down on paper. Just the main idea of the ad, the headline and picture.
Sure, you can toss in some lines to indicate body copy. And the time will come to take a close look at the layout, images, subheads and body copy.
But to start, keep it simple.
Your initial concepts should look more like posters or billboards than ads.
They should deliver on the "promise" or "reason why" or the “what we want to say” part of the creative brief.
They should get the main selling idea across. Clearly. Quickly. So people can “get the ...