Now that we’ve covered the approach you’re going to take in your ads let’s take a look at “Aspects of the Approach”. These are actually subsections that needed a place to live, but don’t tell anyone.

• Tone & Personality:
You have to make a decision about your ad relating to its tone and personality. What disposition/character/behavior/or attitude is going to be the most effective?

Now tone is the undercurrent of your ad or the mood. Personality is the make-up of the ad’s character. It’s important to think about this because some advertisers ignore it and when they pull the pieces together (picture, copy, etc) the ad doesn’t project anything.

For instance think of the grabber line being, “Big budget delivers big results.” Hmm? Just as money can’t solve all social ills, big budgets don’t automatically create inventive advertising. Many times we’ve seen an enormous budget plus a rotten idea = a huge failure. Yet, there are times when we see a small budget plus a first-rate idea = marvelous success. Be prepared to make do and still make it fantastic.