Big idea patterns of the advertising creative process

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Big idea patterns of the advertising creative process

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Title: Big idea patterns of the advertising creative process
Author: Lindsay, Cabe Erin
Abstract: The analysis of creative processes reveals that there are behaviors, techniques, and resources that have proven to be indispensable when embraced by advertising creatives in order to achieve big ideas. There are specific behaviors that clearly define successful creatives, and there are techniques and resources that creatives commonly use to arrive at big ideas. Some of these behaviors, techniques, and resources are well-known and time-tested, while others are proposed here for the first time, backed by research. This report aims to improve the productivity of creativity.
Department: Advertising
Subject: Advertising Creative Creativity Patterns Behaviors Techniques Resources Brainstorming Mind mapping Big idea Campaign Copywriter Art director Creative director Freelancing Integrated marketing communications IMC
URI: http://hdl.handle.net/2152/ETD-UT-2011-05-2651
Date: 2011-05

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