 | Creative Strategy and the Creative Process
After studying this chapter, you will be able to:- Discuss the meaning and the importance of creativity.
- Identify the members of the creative team and their primary responsibilities.
- Tell how to differentiate great advertising from the ordinary.
- Explain the role of the creative strategy and its principal elements.
- Explain the purpose of the message strategy and how it differs from the creative strategy.
- Describe the two basic styles of thinking.
- Define the four roles people play at different stages of the creative process.
- List several techniques creatives can use to enhance their creativity.
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