The sequential seven steps of visualization is as illustrated as below
Orientation: It is pointing out the advertising problem. The problem has to be located and identified, let it be the problem of creating a market or expansion or maintenance.
Preparation: It is gathering all types of information about the problem both relevant and irrelevant. The person who is responsible collects information from various sources like libraries, own research, personal investigation, experiment, observation etc. and saturates with all the relevant information to the maximum extent. More is the information, more are the opportunities to get more ideas.
Analysis: The collected information should be thoroughly examined, studied, weeded, screened and arranged in an unusual combination and synthesized where ever possible.
Ideation: It is framing of hypothesis – framing a positive or negative proposition to be proved or disproved in the final analysis. The creative person concerned produces alternative ideas or solutions to the problems without passing judgment on each alternative. Such an attempt increases and regulates the chances of reaching an optimum solution.
Incubation: Sitting and sleeping on ideas to have deep thinking, it is hatching of idea – after a definite lapse of time the true ideas spring out like chicks out of eggs.
Synthesis: It is putting various ideas into single whole. The ideas relating to head-line, sub-headline, text matter, illustration, slogan, trade mark and the logo-type are assembled and conjoined into sensible advertising message, both words and pictures to look more shapely and meaningful.
Verification: This is the stage of evaluation. The idea generated is experimented, tested and verified as to judge its real worth. Every element is tested by referring it to the panel of experts and repeatedly refined for expected effect.
Layout: It is the drawing of some kind that stimulates the finished advertisement and is called a rough, sketch, visual, comp, dummy or a story board. They can be classed into 3 categories. Thumbnails Roughs Comprehensives
Thumbnails are the minimum layouts sketched quickly to present several alternative solutions to the arrangement of the elements of an advertisement. Many are sketched, but only one is selected of them. They indicate a trial sketch.
Roughs are the actual size visuals with headlines and sub headlines being lettered, art work and photographs drawn; and the position and the extent of copy is indicated with ruled parallel lines. These represent a further working as the selected thumb nails in given size dimensions.
Comprehensives which can also be termed as finished layouts, are the replicas of the final actual advertisements. These are mainly used as a selling tool in presenting them to the client for their perusal and approval as they stimulate the final advertisement. Comprehensive is highly finished type of layout that is perfect in all respects subject to the approval of the client for final print.
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