The perspective towards advertising in modern society is based on a balance between the micropractical perspective that views advertising as an efficient method contributing to corporate objective attainment and the macro-environmental perspective that views advertising as one of many factors constructing the social system that endlessly communicates with society. Also, advertising creative's basic roles are a managerial role to mitigate consumers' defense mechanisms and create a primary contact point and a sociocultural role to continuously contact mutually influence society.

From this perspective, this paper suggests the nine factors advertising creative should consider with the concept of CORE QUEST. These are: Contact point expansion, Originality, Relevance, Empathy orientation, Quantification, Unit-objective oriented tasks, Ethicality, Strategic, Target voice expression.

Conclusively, as the nine orientation points are systematically related to each other with an interdisciplinary, integrated perspective, advertising creative should consider the artistic factor based on creativity, the psychological factor for persuading people, the communication factor to share meaning with society, the marketing factor related to business objectives and etc. from a balanced point between the macro environmental perspective and the micro-practical perspective.