“大家都在谈创意，什么是创意？为什么要有创意？” Let’s make things better! 人有了需求，就要满足，而在达到目的（问题）之前，寻求一个更有效的新方法，使问题得以解决，此种过程，就是创意。 发明改良重新定义 → 都是创意 ex: 轮子 → 齿轮 → 桌子电脑 → 更薄小 → 因特网 可携带所以…… 创意的重点在于问题，而问题来自于需求。 从不同角度看问题，然后改变问题，找不到答案，是因 为 “问题”有问题 应寻找正确问题，而非正确答案 从实务观点定义创意： 综合运用各种天赋能力和专业技术，由现有素材中求得新概念，新表现，新手法的过程。“广告嘛！不就是 “广”而“告”之吗？干嘛要谈什么创意？” 生产商面对广告的态度： 把商品所有的好处直接告诉老百姓就好了！ 要老百姓指名购买，嗯……产品名打个几百遍就行了！ 为什么要花大打钞票，去搞什么创意奖，我要卖东西呀！消费者面对广告的态度： 老王卖瓜，自卖自夸 烦人、吵杂，老是影响我看节目 咦？那个麦当劳的小孩好可爱 “广告是提供商品/服务新资讯的桥梁，让我找到能满足我需要的商品/服务。”（…太乐观了…） “轻轻地我走了，正如我轻轻的来…… 挥一挥衣袖，不带走一片云彩”广告---位于营销（Marketing）4P（or4C）中“沟通组合”的一部份，是一种有科学本质与艺术倾向的商业沟通行为。 既然是沟通即应双向互动，因人而异，见人说人话，见鬼说鬼话。→（创意包装）创意的作用： 1. 引人注意---突破干扰 2. 包装讯息---取得更高的收看率/阅读率 3. 留下印象---获得更高的回忆率（少投放，多效益）“好啦，说了这么多，可以想创意了吧！” 且慢！创意进行之前，先要理清问题！→策略 策略分析，能正确找到问题核心， 找到正确说话的人，否则→对牛弹琴行销像巫术，复杂而神秘。但你若仔细推敲，就应该能将行销问题过滤成一句简单的话，而且这个步骤一定要在广告定案之前完成---乔治● 路易斯 策略分析 What to say How to say (How to show How to special) 创意发想 卖点（特点/属性/附加价值）Client Orientation Agency Account Director Account Manager Account Executive Core Of Strategy Briefing Creative Director Copywriter & Art Director Media Director Media Planner Creative Strategy Creative Concept Creative Development Tone & Manner Promise Media Strategy Media PlanClient Orientation Agency Account Director Account Manager Account Executive Core Of Strategy Briefing Creative Director Copywriter & Art Director Media Director Media Planner Creative Strategy Creative Concept Creative Development Tone & Manner Promise Media Strategy Media Plan Marketing Strategy Background Marketing Aims Target Market (Target Group) Competitive Frame Consumer Perception Product/Service Information Mandatories Ad Budget & Format Timing & Other InformationsClient Orientation Agency Account Director Account Manager Account Executive Core Of Strategy Briefing Creative Director Copywriter & Art Director Media Director Media Planner Creative Strategy Creative Concept Creative Development Tone & Manner Promise Media Strategy Media Plan Strategy Brief Background Marketing Aims Advertising Objectives Target Market (Target Group) Competitive Frame Consumer Perception Consumer Benefit Supporting Points Tone & Manner Mandatories Ad Budget & Format Deadline & OtherRequirementsClient Orientation Agency Account Director Account Manager Account Executive Core Of Strategy Briefing Creative Director Copywriter & Art Director Media Director Media Planner Creative Strategy Creative Concept Creative Development Tone & Manner Promise Media Strategy Media Plan Strategy Brief Background Marketing Aims Advertising Objectives Target Market (Target Group) Competitive Frame Consumer Perception Consumer Benefit Supporting Points Tone & Manner Mandatories Ad Budget & Format Deadline & OtherRequirements WHOM WANT TO TALK TO (Target Audience Statement) Demographic Geographic Psychological Behavioral WHAT’S THE CONSUMER’S(TA’S) BIG PROBLEM Rational Sensory Emotional 12 。。。。。。以上简介无排版格式，详细内容请下载查看