CREATIVE STRATEGY

ADVERTISING CREATIVITY

It is the ability to come up with fresh, unconventional, unique, appropriate & effective ideas that can be used as solutions to an advertiser’s communications problems

ADVERTISING CREATIVITY

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTacticsCreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

The approach used to attract the attention of consumersThe approach used to attract the attention of consumers

The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

The way the message is presented to the consumerThe way the message is presented to the consumer

The approach used to attract the attention of consumersThe approach used to attract the attention of consumers

The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

APPEALS AND EXECUTION STYLE

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AdvertisingAppealsAdvertisingAppeals

ExecutionStyleExecutionStyle

ADVERTISING APPEAL

It is the central message to be used in the ad

Advertising appeals are mainly classified as----

Rational Appeal Emotional Appeal & Moral Appeal

RATIONAL/INFORMATIONAL APPEAL

These appeals are those that focus on audience’s self-interest & are directed at the thinking aspects of decision making process