2Objectives_1 Discuss the meaning and importance of creativity Identify the members of the creative m and their primary responsibilitiesTell how to differentiate great advertising from the ordinaryExplain the role of the creative strategy and its principal elements
3Objectives_2Explain the purpose of the message strategy and how it differs from the creative strategyDescribe the two basic styles of thinkingDefine the four roles people play at different stages of the creative processList several techniques creatives can use to enhance their creativity
5What Makes Advertising Great? Audience ResonanceStrategic Relevance
6StrategyAdvertising strategy describes a means to achieve advertising objectives through creative executions and media plansCreative strategy guides those responsible for creating advertisingCreative briefWork planCopy strategyCopy platform
7Elements of the Creative Strategy ProblemObjectivesTargetBenefitsSupportSpecialRequirementsBrand’sPersonality
8Elements of the Message Strategy VerbalNonverbalTechnical
9How Does Creativity Help Advertising? Creativity helps advertising toInformPersuadeRemindImpact
10Creativity Affects Advertising Impact The tagline in this ad, “If you have a lot to explain, we have the best phone rates,” makes an impact that enhances the ad’s effectiveness.