Creative Development Process

Ad Compression

In advertising and marketing, the process of developing a shorter form ad through the “cut down” of a longer form ad, with the goal of maximizing impact and effectiveness of the shorter form ad while taking advantage of media savings often seen from the purchase of shorter form ad slots. Additionally, companies are using this process to address the rise in popularity of digital and mobile advertising.

Advertising Genre

Within advertising, a category of creative composition, characterized by similarities in style or form.


A preliminary or early representation of a video ad that is comprised of a sequence of still frames, often arranged with some motion or panning, to determine effectiveness (see “Advertising Effectiveness”) before fully producing. Also referred to as “Still-o-matic” or “Photomatic.”

Concept Statement

In advertising and marketing, an explanation of an idea, campaign or design related to a brand, product or service. See also “Concept” and “Concept Test.”

Copy Development Research

In media and market research, a type of research specifically designed to aid in the evolution of advertising copy. See “Advertising Copy/Ad Copy.”

Creative Brief

An initial document that outlines the objectives of an ad or advertising campaign, used as a guide to inspire creative ideas (see “Creative Idea”). Creative briefs typically include a background summary, overview of the project, goals for the campaign, relevant audience, assessment of the competition, and guidelines for the core message, tone, brand character and visual assets for the advertising creative (see “Advertising Creative”) and campaign execution. See also “Creative Strategy.”

Creative Idea

A broad term used in advertising and marketing to describe a new concept designed to communicate a brand, product, or service utilizing messages that attempt to engage consumers and push the brand forward in the marketplace. See also “Advertising Concept/Ad Concept,” “Big Idea” and “Creative Brief.”