The Creative Side Of Advertising
Articulate the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message.
Creative Strategy Decisions. Group Assignment Consider the market for compact cars. Choose three competitors in this market. 1.Develop a positioning grid.
Advertising Campaign Themes “The Ultimate Driving Machine” BMW “At a place called Miller time” Miller Lite Miller Lite “Like a Rock” Chevy Trucks Chevy.
Creative Brief 1. Problem (that advertising will resolve) 2. Target Audience and Behavioral Objectives 3. Communications Objectives 4. Positioning Statement.
