Advertising Approval Process Challenges
Resist Letting Organizations Wear Ideas Down Before Approval
This chapter is more like a travelogue. The voyage of an advertising message is rarely a nonstop direct flight from creation to on-air or publication. Managing that trip is important in arriving at the point where the message issued is as minimally distorted and as strong as possible. This means avoiding a lot of changes to avoid alleged risk, pasteurizations, and homogenizations that come through the process.
I once wrote a long article for NYU’s Media Ecology Journal describing the multitude of steps required from when the need for advertising was identified, through the development of a strategy, then for the idea to come forth from ...
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