There is always a temptation to head straight into a project by immediately thinking of clever concepts. But it’s no use being clever with the way you say your message if it isn’t the right message.

You need to dig for the real facts about the product and find the real reason why people would want to buy it.

You should also have a very clear understanding of the reason for the advertising. In other words, you need to decide on a strategy which will then help to develop the single-minded selling proposition of the ad/campaign.

Communication that follows the principles of relevance, surprise and reward is unlikely to be achieved without the right preparation. These logical steps are essential in the process of creating effective advertising.