1. Outline What is creative advertising? Creative thinking Creative strategy and execution The creative brief Effective creativity Chapter 11 The Creative Side of Advertising

2. Chapter 11: The Creative Side of Advertising2 The big idea The creative leap Strategy and creativity What is Creative Advertising?

3. Chapter 11: The Creative Side of Advertising3 Creative roles The creative person –The ability to visualize –Openness to new experiences –Conceptual thinking The creative process –Steps and stages –Brainstorming Creative Thinking

4. Chapter 11: The Creative Side of Advertising4 Creative Strategy and Execution Creative strategy Head and heart creative strategies –Lectures and dramas –Transmission and ritual Selling premises Structural analysis

5. Chapter 11: The Creative Side of Advertising5 The Creative Brief Message approaches –Straightforward –Demonstration –Comparison –Problem solution/problem avoidance –Slice of life –Spokespeople/endorsers –Teasers Message execution

6. Chapter 11: The Creative Side of Advertising6 Effective Creativity Ads that drive perception –Attention and awareness –Interest –Memorability

7. Chapter 11: The Creative Side of Advertising7 Effective Creativity Ads that deliver learning Ads that are persuasive Ads that stimulate action Evaluation