Creativity in advertising
Summary :
Table of Contents
- Executive summary
- What is creativity?
- Objectives of creativity
- Description/structure of the methodology/alternative solutions
- Expected results/benefits
- Characteristics of providers
- Application
- Types of firms/organisations concerned
- What creativity means in advertising
- How creativity is different from innovation
- Creativity versus Innovation
- Basics of creativity
- Creative thinking skills can be learned
- Creativity and leadership
- Creative forces
- Force-field analysis
- Creative range
- Snakes and ladders
- Group techniques to generate creativity
- Dream team rules
- What is kickstart catalogue?
- Conclusion
- Bibliography
Abstract
advertising is both art and science. The science of advertising is the analytical part that we have been looking at this point: setting goals, deciding strategy, choosing among different creativity styles. Some people call this step convergent thinking because the process is to distill lots of information into the core advertising strategy. What is it that makes adds sparkle and live up to a well-planned and implemented advertising campaign? It's the 'ah' factor: that brilliantly simple, but inspired creative edge. In advertising the world is flat. Agencies are structured on a linear basis. Campaigns are created in linear formats. There are all kinds of rails and fences and obstacles to keep creative thinking linear. advertising is a big business and ranks among the top industries in the world. The growth of the top advertising industry in any country is in direct relation, its creative senses and talents if the advertising professionals.
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