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Wells12_Basic - The Creative Side and Message Strategy Part...

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The Creative Side and Message Strategy Part 4: Effective Advertising Messages Chapter 12
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12 – 2 Chapter Outline I. Chapter Key Points II. The Art and Science of Creative Advertising III. Creative Strategy IV. Facets of Creative Strategy V. Planning and Managing Creative Strategy
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12 – 3 Key Points Define creative advertising and explain how it leads to a Big Idea Describe the characteristics of creative people and their creative process Discuss key creative strategy approaches Outline the key parts of a creative brief
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12 – 4 The Art and Science of Creative Advertising The ROI of effective advertising Relevant, original, and has impact The Big Idea Implements the advertising strategy so that the message is both attention getting and memorable The Creative Leap Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way
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12 – 5 Creative Thinking Free association Creates the juxtaposition of two seemingly unrelated thoughts Divergent thinking Uses exploration to search for all possible alternatives Analogies and metaphors Used to see new patterns or relationships Right-brain thinking Intuitive, nonverbal, and emotion-based thinking
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