After reading this article you will learn about the creative process in advertising. Creativity in advertising does not exist in a vacuum. Productive originality and imagination are useful in all areas, even those that relate to such typically managerial tasks as the planning and organisation of advertising departments, and the establishment of controls. In a recent survey of top managers [...]
After reading this article you will learn about copy writing as a form of communication. Copy Writing: Copy writing is a specialized form of communicating ideas that are meant to serve the requirement of modern marketing. The purpose is to inform or persuade or remind or collective. But before copy writing the objective of the copy should be well defined. [...]
In the initial stages of an ad's development either the copy writer or the art director forms a mental image of the ad. The copy writer may use rough sketches to develop the theme and to convey ideas to the artist. The artist will visualize the thought sketch and provide a pictorial representation of it. Visualisation is often confused with [...]