Advertising Creative Strategy of Advertising Professionals

Abstract

The objectives of this research were to study how to develop creative thinking in advertising and to study advertising creative strategies. It also includes a presentation on the characterization of professional advertisers' creative advertising strategies. The results of the research showed that professional advertisers have 2 main ways to develop their creativity, which were; 1) creative development of advertising, and 2) stages of creative development in advertising. Firstly, by the method of creative development in advertising, it is important to analyze and understand three basic information before developing creative thinking in advertising, which are; product data analysis, competitive data analysis and analyze data on consumer behavior. Secondly, as for the process of developing creativity in advertising, there are 3 important steps, which are; defining creative tactics, creative advertising ideas, and advertising creative strategy. For the advertising creative strategy, most professional advertisers use product positioning, strategy which is an attempt to find space in the minds of consumers and an effective strategy. Resonance strategy is also applied to bring the experience of consumers to connect with the product. Finally, to create the characteristics of a professional advertiser's advertising creations, 3 key points must be taken into account: the building a clear personality, passion, and self development.