A CONCEPT PAPER
1.defines what a concept paper is - CS_EN11/12AEAPP-Ig-j-19
2.comprehends various kinds of concept papers CS_EN11/12A-EAPP-Ig-j-22
3. presents a novel concept or project with
accompanying visuals/ graphic aids- CS_EN11/12AEAPP-Ig-j-24
A CONCEPT IS AN IDEA OF WHAT
SOMETHING IS OR HOW IT WORKS
A CONCEPT IS SOMETHING CONCEIVED IN
THE MIND OR THOUGHT
A CONCEPT IS AN ABSTRACT OR GENERIC IDEA
GENERALIZD FROM A PARTICULAR INSTANCES
The psychodynamic approach describes the creative
process as a combination of two mental mechanisms,
which Freud called primary and secondary processes; the
first is archaic, illogical and is a function of the
unconscious, while the second is a function of the awake
mind and relies on common logic.
The psychometric approach (Guilford, 1954; Plucker and
Renzulli, 1999) uses the concept of divergent thinking
(Baer, 1993; Runco, 1991) and assesses the quality of
the creative process by testing such factors as fluency
(or number of generated ideas), flexibility (the variety of
perspectives represented by ideas), originality
(statistical infrequency of ideas) and elaboration.
Associative theory treats creative thinking as the
formation of "associative elements into new
combinations which either meet special requirements or
are in some way useful" (Mednick, 1962). Arthur Koestler
(1964) introduced the term 'bisociation' to designate
"any mental occurrence simultaneously associated with
two habitually incomparable contexts" which he
considered the essential mechanism of the creative
Example: What can words can you associate
Creativity is the soul of human experience,
It is what gives life to messages about products
and services that may otherwise be boring or insignificant
in the hearts and minds of target customers. (Dr. Kaldry,
Creative Mind Center, Egypt)
Creativity is make life exciting.
It evokes healthy
competition. And it is what makes us unique and different.
Highest form of self-actualization. (A. Maslow, Humanist)
People are not hired because they are intelligent.
Getting perfect in scores is just an academic training.
What will you be paid for is what you can contribute
to the organization – Creative Mind ( Dr. Acar, STEC)
1. How will you describe a Rainbow to
a blind child?
2. An astronaut who was in the moon for 30 years
came back and ask you, What did I miss? What will you
3 types of Academic
1. Research paper
2. Advertising paper
3. Grant Project
A creative concept is an overarching “Big Idea”
that captures audience interest, influences their
emotional response and inspires them to take
action. It is a unifying theme that can be used
across all campaign messages, calls to action,
communication channels and audiences.
Typically, the creative concept is embodied in a
headline, tagline and a key visual. Successful creative
concepts are distinctive, memorable, unifying and
relevant. Some examples include: Nike’s “Just Do It”
campaign, the “Got Milk?” campaign and the Red
What are characteristics of a strong
Creative concepts are based on the communication strategy and
creative brief. This ensures that concepts are informed by a strong
understanding of the situation, the audience, the channels that will
be used, the objectives the campaign seeks to reach and the
benefits the audience will respond to.
The creative team develops multiple creative concepts based on
this information and then concept tests them to determine which
one resonates best with the audience.
Why Develop a Creative Concept?
In today’s busy and constantly changing communication environment, social and
behavior change communication (SBCC) must be creative and strategic to compete
with commercial advertising and capture the audience’s attention. The creative
concept shapes the core of the SBCC campaign, which helps create consistency
across messages and materials.
Developing creative concepts is also important because it allows the team to:
1. Test which benefit is most appealing to the audience
2. See how the campaign will work (or not) across multiple media channels
3. Identify an idea that ties the whole campaign together
4. Reach the audience more effectively by finding ‘big ideas’ that resonate with
Elements of Creative Concept in Advertising?
Different colors or fonts
These are graphic design elements that will be developed in
the executions (materials). This adds visual impact. Choose
colors wisely that appeals to the audience.
Concepts typically use stock photography or rough
illustrations to convey the general idea. Actions speaks louder
than words. By choosing the picture that best represent the AD
will bring success.
messages or calls to action
This is the Ad campaign/slogan. Words that portray meaning
and send messages. Words are so powerful and convincing.
There is a world crusade on medical and Engineering
professionals. This is organized by United Nations
Education searching for the best applicant in the field
of Healthcare and Engineering.
Consider yourself an applicant from Philippines and
product of STEC. Create a page advertising campaign
about yourself. What you can do and Offer. 1
Powerpoint slide is required. Refer to sample.
Presentation next meeting.
A. Visual Impact colors, fonts– 30%
B. Text and Message – 30%
C. Presentation – 40%