Strategy is at the heart of every advertising task. Smart, directive thinking lays the foundation for everything from creative to media to agency-client relations to pitching new business. Deeply understanding people and cultures, possessing the knowledge to effectively communicate, and injecting creative and critical thought every step of the way results in message strategy that transcends average thinking. These qualities increase the likelihood of developing advertising that both attracts viewers and stimulates individuals to think, feel, and behave in a certain way. Creating straight-forward messages is simple. Creating "out-there" messages is arguably just as easy. Finding a balance between clarity and engagement, between boring and out-there, is necessary make-up for strong advertising. Achieving this balance requires insight into both the human psyche and the essence of a brand. It requires the courage to break from the constraints of linear thinking and view the world more abstractly.
Advertising planning, by and large, is problem solving. As such, it is a strategic process that entails identifying a business shortcoming, setting goals and objectives, gathering relevant insights, weighing the options, and deciding on the best course of action. This blog is created to help individuals develop their problem solving abilities and become more strategic thinkers. The site is meant to supplement the Creative Strategy course taught at Portland State University's School of Business. However, participation in discussions and activities is open to all so learnings are not confined to the classroom.
New topics that correspond with class discussions will be consistently presented. Such discussions should not be temporally limited, but rather should continue as new ideas are formulated and context-altering events surface. Often, these topics will be accompanied by a relevant exercise and/or examples of work submitted by Creative Strategy students. This blog will assist those looking to improve their thinking, and create an ongoing dialog that transcends the classroom and creates a more effective learning environment.
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