Chapter 5 talked mostly about how to develop the 'big idea'. Every ad begins with an idea or a concept. How to develop a successful ad takes careful planning. What I found most interesting from this chapter, that I don't think really was discussed a whole lot but is vital to a successful ad, was the idea of the placement of the advertisement. Many ads that we come in contact with are printed in a magazine or televised on tv. These ads are geared toward a certain audience, but don't necessarily have to take special form to accommodate the location the ad will run in. The picture that stood out to me the most, maybe because we can all relate, from the chapter was the picture of the advertisement against smoking which was placed on the train cars in Chicago. This advertisement used its location as an additional tool. First, the ad was going to run all over Chicago as the train moved, so making the advertisement large and 'in your face' was a large benefit. Using 2 cars draws you to look and see them as lungs, and then you read the text and the message comes across. This was, in my opinion, one of the coolest ads from this chapter. Obviously, if this ad were to run anywhere else, it would have to be altered a little to accommodate its new location, but in the context of Chicago and the ever-present rail system, this was the most effective way to use the cars as a hidden tool for the ad.
Along this idea of moving advertisements, this next ad is just as successful. As a truck moves along the highway, it passes or gets passed by many cars. Inside those cars are clients of the companies that the truck represents. This ad uses that brief moment as another opportunity to convey a message to its audience.
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