Académique Documents
Professionnel Documents
Culture Documents
8-2
Who are the key players?
– Copywriters
– Art directors
– Creative directors
– Account planners
– Broadcast directors
• In advertising, creativity is
both a job description and
a goal.
8-6
ART AND SCIENCE OF CREATIVE
ADVERTISING
• The common
• The look-alike
• Clichés
• The tasteless
ROI OF EFFECTIVE ADVERTISING
The Creative Leap
- Free Association
- Divergent Thinking
- Analogies and Metaphors
- Right-brain thinking
Organics outdoor advertisement
– Singapore
“The Extra For Healthy Teeth”
CREATIVE THINKING
• Creative Aerobics
- Facts
- New Names
- Similarities
- New Definitions
• Creative Roles
CREATIVE THINKING
20
CREATIVE STRATEGY
• How the message is said
• Message Objectives
- Perception
- Cognitive
- Affective
- Persuasion
- Association (Transformation)
- Behaviour
CREATIVE STRATEGY
• Be observant
• Keep a notebook
• Have lots of ideas
• Test your ideas
The Creative Brief
• The creative strategy and the key execution
details are spelled out in a document called
a creative brief. The brief is the document
prepared by the account planner to
summarize the basic marketing and
advertising strategy. It gives direction to the
creative team as they search for a creative
concept. The formats of these briefs vary,
but most combine the basic advertising
strategy decisions
Getting Creative Input
Use the
product to
become Listen to what
Read anything
familiar with people are
related to the
it! talking about!
product or
market!
Ask everyone
Work in and
involved for
learn about
information!
the client’s
business!