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 Concept: Do something to it

p. 353

p. 354

Blocks to Creativity

p. 355

p. 356

Task 2: Implement the Big Idea

The Creative Pyramid: a Guide to Formulating Copy and Art

p. 357

Attention

p. 358

Interest

p. 359

p. 360

Credibility

Desire

Action

p. 361

The Judge Role: Decision Time

p. 362

The Warrior Role: Overcoming Setbacks and Obstacles

p. 363

p. 364

p. 365

p. 366

p. 367

p. 368

p. 369

p. 370

p. 371