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
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