创意的基本内涵是广告人为达到广告目标所产生的创造性主意。这个主意必须具有创造性，有新意，要超脱一般人的思维定势。广义的广告创意属战略型的，也就是说广告创意倾向于长远的、整体的系统形象，侧重于品牌定位；狭义的广告创意属战术型的，主要是针对已确立的广告目... The basic idea of ​​creativity is the creative idea of ​​the advertisers to reach their advertising goals. This idea must be creative and innovative, and should be detached from the thinking of ordinary people. The broad sense of the creative advertising is strategic, which means that creative advertising tend to long-term, the overall system of image, focusing on brand positioning; narrow ad creative tactical type, mainly for established advertising ...