TO SHOW HOW ADVERTISING strategies are translated into creative briefs and message strategies that guide the creative process. The chapter examines the characteristics of great advertising, styles of thinking, the nature of creativity, its importance in advertising, and the role of the agency creative team. We discuss how research serves as the foundation for creative development and planning, and we review common problems and pitfalls faced by members of the creative team.
After studying this chapter, you will be able to:
Discuss the meaning and the importance of creativity.
Identify the members of the creative team and their primary responsibilities.
Tell how to differentiate great advertising from the ordinary.
Explain the role of the creative brief and its effect on the artistic expression in an ad or commercial.
List the principal elements that should be included in a creative brief.
Explain the purpose of the message strategy and how it differs from the creative strategy.
Define the four roles people play at different stages of the creative process.
List several techniques creatives can use to enhance their productivity.
