Creative Side and Message Strategies

The Creative Side and Message Strategy

Chapter Objectives:

1. How do we explain the function and most important parts of a creative brief?

2. What are some key creative strategy approaches?

3. Can creative thinking be defined, and how does it lead to a Big Idea?

4. What characteristics do creative people have in common, and what is their typical creative process?

Effective advertising is both an art and a science. This chapter tends to explain these two dimensions come together as creative strategy. This chapter also explains what are the creative strategies to be use in delivering message objectives? A discussion about creative brief, which provides direction for execution of the Big Idea and for the creative strategy evaluation is also involved in this chapter.

The Art and Science of Advertising

An effective advertising is requires both logic and creativity. For an instance, the message plan, it needs a logical thinking and of course a creative way on how to deliver the message. The advertisement itself translates its logic into creative ideas that is relevant, original, and has an impact to the target audience.

First, advertising as an art. It can nurture interest, however superficial, in new movements in art and design, bringing these to the attention of huge audiences.

In the book Creative Strategy in Advertising, Jewler and Drewniary say that an advertisement “needs to contain a persuasive message that convinces people to take action.” Meaning, the advertisement must make a relevant connection with its audience and present the idea in an unexpected way. An advertisement therefore is proven to be both a science wherein a message is designed to be persuasive and an art wherein it presents original, convincing and an unexpected ideas.

MEDIA AND MESSAGE...