The ability to hold together seemingly inconsistent elements and forces, making a new
connection, and stepping outside of everyday logic.
Creativity
The process of using advertising and other tools to create sensory
and emotional experiences that make emotional connections with consumers.
Integrated Brand Promotion (IBP)
A critical, small document that outlines the creative strategy, providing basic guidelines
to move the team in the same direction without mandating a specific solution.
Creative Brief
The group, typically consisting of a Copywriter and an Art Director, responsible for
developing the creative message.
Creative Team
A creative professional responsible for all written elements of an advertisement, including
headlines, body copy, scripts, and slogans.
Copywriter
A creative professional responsible for the non-written, visual execution elements of an ad,
including design and concept execution.
Art Director
An individual whose gift is pulling together various elements of the creative strategy to
identify the best (often simplest) idea that will resonate with consumers.
The Synthesizer
The clash of ideas, which is considered crucial for healthy group creativity (to be
promoted).
Creative Abrasion
The clash of people, which occurs during the creative process and should be
limited and managed.
Interpersonal Abrasion
A strategic approach where the advertising message is framed by customer
data, insights, needs, and emotional motivations to propel a purchase.
Consumer-Based Strategy
A summary of factors that foster creativity: People (creative minds), Process
(for developing work), and Place (the work environment).
3Ps Creativity Framework
The way an individual thinks, noted as a factor that reflects creativity, alongside early
childhood experiences and social circumstances.
Cognitive Style
The agency professional who works with the client lead to prepare the Creative
Brief.
Account Executive (AE)
A visual planning document used in television/video production to depict the execution of
the commercial and guide the director and production crew
Storyboard
The most important textual component of a print advertisement, aimed at grabbing attention.
Headline
The text component of a print advertisement that details the product benefits and information,
following the headline.
Body Copy
A short, memorable phrase or sentence used to summarize the positioning and message
of a brand or campaign.
Slogan/Tagline
The process for executing a creative concept, particularly for television/video,
involving budget approval, director assessment, and managing the shoot.
Production Process
The person responsible for interpreting the storyboard and script, managing talent,
and specifying how the scene is lit and filmed to bring the concept to life
Director (of an ad)
Agency personnel who stay on top of the job as it moves through the agency, ensuring
that creative deadlines are met.
Traffic People
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Chapter 1: The World of Advertising and Integrated Brand Promotion60
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Chapter 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations40
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Chapter 3: The History of Advertising and Brand Promotion24
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Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion49
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Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior42
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Chapter 6: Market Segmentation, Positioning, and the Value Proposition23
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Chapter 7: Advertising Research39
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Chapter 8: Planning Advertising and Integrated Brand Promotion40
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Chapter 9: Managing Creativity in Advertising and IBP10
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CHAPTER 10 : THE CREATIVE PROCESS20
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CHAPTER 11: THE MEDIA PROCESS19
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CHAPTER 12: SALES PROMOTION, POINT-OF-PURCHASE ADVERTISING, AND SUPPORT MEDIA20
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CHAPTER 13: EVENT SPONSORSHIP, PRODUCT PLACEMENTS, AND BRANDED ENTERTAINMENT19
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CHAPTER 14: INTEGRATING DIRECT MARKETING AND PERSONAL SELLING20
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CHAPTER 15: PUBLIC RELATIONS, INFLUENCER MARKETING, AND CORPORATE ADVERTISING19
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MIX50
