What is the creative process?
Answers: THE CREATIVE PROCESS
A number of advertising society have argued that creativity surrounded by advertising is best view as a process and that creative success is most expected when some organized approach is followed. While most advertising society reject and/or resist attempts to standardize creativity or develop rules or guidelines to follow, most creative people do follow some type of process when approaching the assignment of developing an advertisement. There are several models or approaches to the creative process including those of James Webb Young, a former creative vice president at the J. Walter Thompson agency, which is similar to the approach of English sociologist Graham Wallas.
Young’s model of the creative process contains five steps:
1. Immersion
2. Digestion
3. Incubation
4. Illumination
5. Reality or substantiation
Wallas suggests that creative thought evolves in four stages:
1. Preparation
2. Incubation
3. Illumination
4. Verification
A. Account Planning – To facilitate the creative process, abundant agencies now use justification planning which is a process that involves conducting research and gathering adjectives relevant information about a client’s product or service, brand, and consumers surrounded by the target audience. Account planning plays an important role during creative strategy nouns by driving the process from the customers’ point of view.
Planners work beside the client as well as agency personnel, such as the creative troop and media specialists, to discuss how information they enjoy gathered can be used contained by the development of the creative strategy as capably as other aspects of the advertising struggle.
B. Inputs to the Creative Process: Preparation/Incubation/Illumination—Thes... models of the creative process offer an organized track of approaching an advertising problem. Both models stress the inevitability for preparation or gathering of situation information that is relevant to the problem as the first step contained by the creative process. Various types of research and information can provide input to the creative process of advertising at respectively stage. There are numerous ways the creative specialist can acquire background information specifically relevant to the advertising problem. Some of those discussed within the text include:
1. Background research—informal fact-finding technique and general preplanning input. Various ways of conference background information might be discussed.
2. Product/service specific research—this involves different types of studies such as attitude, flea market structure and positioning, perceptual mapping and psychographic studies.
3. Qualitative research input—techniques such as in-depth interview or focus groups beside customers or ethnographic studies. IMC Perspective 8-3 discusses how many significant advertising agencies conduct branding research and enjoy developed proprietary models to identify how consumers connect to their clients’ brands.
C. Verification/Revision—The purpose of the verification/revision stage of the creative process is to evaluate ideas that come from the lights stage, reject any that may be inappropriate, and refine those that remain and assist give them final expression. Some of the technique used at this stage include:
o Directed focus groups
o Message communication studies
o Portfolio tests
o Pretesting of ad in storyboard or animatic form
my definition would be: Creative process is the process starting near generating design, usually called brainstorming or dreaming, and climax up with materialize those ideas.