Professional Documents
Culture Documents
Creative Thinking
Creative Roles
Copywriters and art directors develop the creative concept and draft the execution of the advertising idea
Creative Characteristics Problem solving Ability to visualize Openness to new experiences Conceptual thinking
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Creative Strategy
Where the art and science of advertising come together A Big Idea must be
Creative Strategic
Creative strategy
What the advertisement says Also called message strategy
Creative execution
How it is said
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Message Objectives
1. Perception: create attention, awareness, interest, recognition, and recall 2. Cognitive: deliver information and understanding 3. Affective: touch emotions and create feelings 4. Persuasion: change attitudes, create conviction and preference 5. Transformation: establish brand identity and associations 6. Behavior: stimulate some form of action
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Message Approaches
Straightforward Demonstration Comparison Problem solving/Problem avoidance Humor Slice of Life Spokesperson Teasers Shockvertising
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Strategy Decisions The problem The objectives The target market Positioning strategy Type of creative strategy Selling premise Execution suggestions
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Global campaigns
Require ad work that addresses advertising objectives and reflects the positioning strategy Usually desirable to adapt the creative execution to the local market
Message tone
Reflects the emotion or attitude behind the ad
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