Term

Definition

Advertising creativity

Advertising creativity is the ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems

Idea generation

Idea generation is the development of a creative process where advertisers brainstorm numerous approaches and techniques in producing new ideas. Along with creative advertising, this notion in the context of the advertising sphere refers to problem-solving - getting to the bottom of a creative brief. 

USP

A USP is a product’s distinctive feature that makes it stand out from those of competitors. In each brief you will likely identify this notion. That is where the single-minded proposition comes in, which communicates a company’s product, service or campaign’s most important idea. You want to be certain that your concepts do not project many ideas at once.

Concept vs Idea

A concept refers to an abstract notion or mental framework that stands for a category, group, or idea. An idea is a mental construct that forms as a product of logic or inventive thinking, and it can encompass various designs, viewpoints and concepts.