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Chapter Outline
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Creative Strategy and the Creative Process, 368

The Creative Team: The Authors and Encoders of Advertising, 371

What Makes Great Advertising?, 371
The Resonance Dimension, 372
The Relevance Dimension, 373
Formulating Advertising Strategy: The Key to Great Creative, 373
Writing the Creative Brief (Copy Platform), 374
Elements of Message Strategy, 376
How Creativity Enhances Advertising, 377
What Is Creativity?, 377
The Role of Creativity in Advertising, 377
Understanding Creative Thinking, 379
The Creative Process, 382

The Explorer Role: Gathering Information, 382
Develop an Insight Outlook, 382
Know the Objective, 383
Brainstorm, 383
The Artist Role: Developing and Implementing the Big Idea, 384
Task 1: Develop the Big Idea, 384
Task 2: Implement the Big Idea, 387
The Creative Pyramid: A Guide to Formulating Copy and Art, 388
The Judge Role: Decision Time, 392

The Warrior Role: Overcoming Setbacks and Obstacles, 393





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