| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising. |
| LO 2 | To consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process. |
| LO 3 | To examine creative strategy development and the roles of various client and agency personnel involved in it. |
| LO 4 | To examine various approaches used for determining major selling ideas that form the basis of an advertising campaign. |
