CREATIVE ADVERTISING

1. EXAMPLES

1.1. COCA COLA'S HAPPINESS FACTORY

1.2. WRIGLEY CHEWING GUMS

1.3. KRAFT'S JACOBS KRONUNG

2. MAJOR NAMES

2.1. STEPHAN VOGEL

2.1.1. STATED THAT CREATIVITY IS THE KEY TO SUCCESSFUL ADVERTISING

2.2. ELLIS PAUL TORRANCE

2.2.1. FOUNDER OF CREATIVE DEFINITION BASED ON SOCIAL / EDUCATIONAL PSYCHOLOGY

2.3. ROBERT SMITH

2.3.1. ESTABILISHED A STRAIGHTFORWARD CONNECTION BETWEEN CREATIVE BRANDS AND EXCECUTION ELEMENTS

3. ADVERTISING

3.1. PRODUCT PRESCRIPTION EXPOSING ITS BENEFITS TO BOAST SALES AND IMPROVE PURCHASE

4. BENEFITS

4.1. HELPS COMMERCIAL LAST LONGER

4.2. LESS MONEY SPENT

4.3. SENDS A STRONGER MESSAGE

4.4. CREATES A POSITIVE IMPRESSION

5. CREATIVE / CREATIVITY

5.1. DIVERGENT THINKING, DIRECTED TOWARDS THE DISCOVERY OF UNCOMMON AND NON-OBCIOUS PROBLEM SOLUTIONS

6. DIMENSIONS OF CREATIVITY

6.1. ORIGINALITY

6.1.1. ADVERTISEMENT IDEAS HAVE TO BE UNIQUE

6.2. FLEXIBILITY

6.2.1. FLEXIBILITY REACHES LARGER AUDIENCE

6.3. SYNTHESIS

6.3.1. BUILDING CONNECTION BETWEEN SUPPOSEDLY UNRELATED IDEAS AND OBJECTS

6.4. ARTISTIC VALUE

6.4.1. CONTAINS VISUAL, VERBAL, AND SOUND ELEMENTS