It is the ability to come up with fresh, unconventional, unique, appropriate & effective ideas that...
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Transcript of It is the ability to come up with fresh, unconventional, unique, appropriate & effective ideas that...
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