Professional Documents
Culture Documents
Creative Strategy:
Planning and Development
8-2
Determinants of Creativity
Divergence Relevance
Originality Ad-to-consumer
Flexibility Brand-to-consumer
Elaboration
Synthesis
Artistic Value
8-3
Creative Personnel
Unconventional
Abstract
Less structured
Less organized
Intuitive
8-4
Young’s Creative Process
8-5
Wallas’ Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting
the Idea Problem
Aside
8-6
Getting Creative Input
Use the
Read anything product to
Listen to what
related to the become
people are
product or familiar
talking about
market with it
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information
client’s
audience
business
8-7
Branding Research
8-8
Input Verification and Revision
•Evaluate ideas
•Reject the inappropriate
Objective
•Refine the remaining
•Give ideas final expression
8-9
An Advertising Campaign
Integrated
8-10
The Creative Brief
8-11
Marketing Information Flow
Knowledge
of vital
marketing
information
Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency
8-12
Search for a Major Selling Idea
Seeking the
Major Idea
8-13
The Unique Selling Proposition (USP)
8-14
Positioning
Establish a particular
place in the
customer’s mind for
the product or service
Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved
8-15