24210 Chapter Notes - Chapter 8 & 9: Advertising Campaign, Digestion, Briey
Document Summary
Advertising creativity - the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. Advertising creativity: creative strategy - determining what the advertisement message will say or communicate, creative tactics - determining how the message strategy will be executed. Perpetual debate: suits - creativity must be functional, stick with what works, creatives - try something new, only artistic value and originality counts. Creative vs hard-sell advertising: rationalists - advertising must sell the product or service, poets - advertising must build an emotional bond between the consumer and brand. Wallas" model of creative process: preparation - gathering background information needed to solve the problem through research and study. 3: veri cation - re ning the idea and analysing whether it is an appropriate solution. Immersion - gathering raw material and data, immersing oneself in the problem. 4: veri cation - studying the idea and reshaping it for practical usefulness.
