Creative Strategy and Creative Process

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THE PHILIPPINE CORPORATE ADDRESS BOOK

Contemporary Advertising and Integrated Marketing Communications by Arens 13th Ed.

p. 336

Objectives

p.337

p.338

p.339

The Creative Team: The Originators of Advertising Creativity

What Makes Great Advertising?

p.340

The Resonance Dimension

p. 341

The Relevance Dimension

Formulating Advertising Strategy: The Key to Great Creative

P. 342 Writing the Creative Brief (Copy Platform)

P. 343 Elements of Message Strategy

p. 344 How Creativity Enhances Advertising

What is Creativity?

The Role of Creativity in Advertising

p. 345

Creativity Helps Advertising Persuade

p. 346

Creativity Helps Advertising Remind

p.347

Creativity Puts the “Boom” in Advertising

Understanding Creative Thinking

Styles of Thinking

p. 348

Fact-based versus Value-based thinking

p. 349

How Styles of Thinking Affect Creativity

The Creative Process

p. 350

The Explorer Role

Develop On Insight Outlook

p. 351

Know the Objective

Brainstorm

The Artist’s Role: Developing and Implementing the Big Idea

Task 1 Develop the Big Ideas

p. 352

Transforming the…

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