Creative Advertisements
Creative advertising is advertising that sells. It's not necessarily clever, witty or memorable. It's advertising that simply works. Creative advertising encompasses finding creative solutions to advertise brands, products etc. to a targeted audience. The aim is to creative memorable advertising campaigns that boost brand/product recognition and awareness. This can be undertaken in a variety of media, including print (magazine/POS/outdoor), broadcast media (TV, radio, cinema et al), web/online rich media to POS (point of sale), and email and mobile advertising.
In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print.
Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Once they receive the creative brief from their account team, the creative teams will concept ideas to take to their creative director for feedback. This can often be a back and forth process, occurring several times before several ads are set to present to the client.
