2.  What is it?  How do you become creative?  Are you born creative?  Can you learn to be creative?  HOW?

3.  Creative strategy: determining what the advertising message will say advertising message will say or communicate  Creative tactics: determining how the message strategy will be communicated

4.  Be describable in a simple word or phrase  Be likely to attract the prospect’s attention  Revolve around the clinching benefit  Allow you to brand the advertising  Let prospects vividly experience the goods

5.  Suits : it’s not creative unless it sells”  Artists: “Only artistic value and originality count

6.  Immersion: Getting raw material, data, immersing one's self in the problem to get the background.  Digestion: Ruminating on the data acquired, turning it this way and that in the mind.  Incubation: Ceasing analysis and putting the problem out of conscious mind for a time  Illumination: A sudden inspiration or intuitive revelation about a potential solution  Verification: Studying the idea, evaluating it, and developing it for practical usefulness

7.  Read anything related to the product or market  Use the product to become familiar with it!  Listen to what people are talking about!  Ask everyone involved for information!  Work in and learn about the client’s business!

8.  Evaluate Ideas Generated  Reject Inappropriate Ideas  Refine Remaining Ideas  Give Them Final Expression Through techniques such as: -  Directed Focus Groups  Message Communication Studies  Viewer Reaction Profiles