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Creative Strategy and the Creative Process

12-3. Chapter 12 Objectives. Discuss the meaning and the importance of creativity. Identify members of the creative team. Tell how to differentiate great advertising from the ordinary. Explain the role of the creative brief. List principal elements that should be included in the creative brief. Exp

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Creative Strategy and the Creative Process

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    1. SplashSplash

    2. Creative Strategy and the Creative Process The role of public relations, sponsorships, and corporate advertising in relationship marketing and IMC Chapter TitleChapter Title

    3. 12-3 Chapter 12 Objectives

    4. 12-4 What Makes Great Advertising?

    5. 12-5 What Makes Great Advertising?

    6. 12-6 What Makes Great Advertising?

    7. 12-7 Formulating Advertising Strategy: The Four Elements

    8. 12-8 Formulating Strategy: Writing the Creative Brief

    9. 12-9 Formulating Strategy

    10. 12-10 Formulating Strategy: Message Strategy

    11. 12-11 Formulating Strategy: Message Strategy

    12. 12-12 Formulating Strategy: Message Strategy

    13. 12-13 Formulating Strategy: Message Strategy

    14. 12-14 How Creativity Enhances Advertising

    15. 12-15 The Creative Process

    16. 12-16 The Creative Process

    17. 12-17 The Creative Process

    18. 12-18 The Creative Process

    19. 12-19 The Creative Process

    20. 12-20 The Creative Process

    21. 12-21 The Creative Process

    22. 12-22 The Creative Process

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