Creative Strategy and Creative Process


Doing the half of my prelims :”>

THE PHILIPPINE CORPORATE ADDRESS BOOK

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

Contemporary Advertising p342

P. 343 Elements of Message Strategy

Contemporary Advertising p343

p. 344 How Creativity Enhances Advertising

What is Creativity?

The Role of Creativity in Advertising

Contemporary Advertising p344

p. 345

Creativity Helps Advertising Persuade

Contemporary Advertising p345

p. 346

Creativity Helps Advertising Remind

Contemporary Advertising p346

p.347

Creativity Puts the “Boom” in Advertising

Understanding Creative Thinking

Styles of Thinking

Contemporary Advertising p347

p. 348

Fact-based versus Value-based thinking

Contemporary Advertising p348

p. 349

How Styles of Thinking Affect Creativity

The Creative Process

Contemporary Advertising p349

p. 350

The Explorer Role

Develop On Insight Outlook

Contemporary Advertising p350

p. 351

Know the Objective

Brainstorm

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

Task 1 Develop the Big Ideas

Contemporary Advertising p351

p. 352

Transforming the…

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