ABSTRACT
In most advertising agencies, the term creative is used to describe the function, the actual advertising campaigns and specific advertisements are thought up and developed. This chapter discusses the terms, creative and message, interchangeably to reflect their use in the advertising industry, recognizing that there can still be creativity in other advertising functions. It shows that there are some instances when there are creative necessities, as opposed to creative wants, that should or even must be accommodated by the media selection process. If demonstration is needed to communicate the selling idea, visual media are a must, most likely the Internet, television, and cinema. Mention coupons and people automatically think of print media such as newspapers and magazines or online couponing websites. Digital agencies come at the problem from a digital viewpoint, and so on. In this case, a media agency may be asked to be the communication planner.
