Introduction advertising unit Structure

3.
Collect relevant information
- about the product, competitors 
products, prospects and other relevant information. 
4.
Conceptualise ideas 
by adopting various techniques such as 
brain storming, juxtaposition and association, divergent thinking, 
etc., talking into account the relevant information. 

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5. Analyse the ideas
from various angles-as to how the prospect 
would view it and interpret it, how far it will be effective, what impact 
it will make and so on. 
6.
Select two or three version or ideas
which requires further 
probing. The visualiser than passes on the ideas to the copywriter 
and the artist. 
13.5.3 Techniques of Visualisation 
The well-know techniques of visualisation are as follows : 
1. Identifying or Pinning Down the Problem :
The matter to be 
advertised must be in co-relation with the problem. Thus, the 
problem must be first clearly laid down so that the advertising copy 
can be accordingly prepared. 
2. Forming Pool of Observations Facts Collected and 
Information Gathered :
Before preparing an advertising copy and 
its construction, the several types of information has to be 
collected. This collection should be properly arranged in sequence, 
so that the entire amount of information can be used when needed. 
3. Generating Brain Waves :
This involves thinking on the part of 
the copy-writer. In this process, the information collected is thought 
over and a tank of storage collection is formed in the mind. 
4. Brain Storming :
It means group thinking and generating cross-
currents of ideas, thoughts and imagination. Group discussions are 
arranged in which exchange of thoughts takes place and ideas of 
each other are know. 
5. Mediation :
Then follows the analysis and synthesis of the ideas. 
In this stage, the search for tranquility and calmness of mind takes 
place, where a quiet churning of ideas after waves and storms 
would lead to the obtaining of vision.