> Click to buy a complete Concept Cracker on CD or online access.

Before starting, make sure you have read the brief, and that you understand:

- the target market,

- the brand,

- positioning,

- product benefits,

- a single, key reason people should buy the service or do business with the company.

You should answer each challenge with an > advertising concept.

The visual can be expressed in words: “picture of a dragon eating Hostess Twinkies.”

Or you can make a rough sketch.

If you want to create breakthrough advertising, you'll have to create lots of concepts, lots of different ways to express the idea in each challenge.

Some ways to play:

Most people use AdCracker's Concept Cracker to get their creative juices flowing, working alone or with a partner at their desk.

Some use the Concept Cracker as a training or brainstorming tool, clicking through the challenges on a computer or projector in a conference room.

You can also use the Concept Cracker as a game, with two or more teams. Ideally each team consists of an art and copy creature.

Another way to play, click the start link, and the first team to generate a concept gets 1 point.

Each team starts with 5 "pass" calls, which they can use to skip one of the challenges without penalty. But they must call "pass" before the other team calls, "Concept!"

Who's the Top Gun on your creative team?

See how fast you can fly through these challenges. And how many ideas you can capture on paper.

Skip the challenges that are not appropriate to your product or service. But spend more time, generate several concepts, when you find questions that trigger lots of ideas.