CREATIVE STRATEGY &

EXECUTION
Vysnhavi-10MBI0035
Ramya-10MBI0074
Avinash-10MBI0084
Harsha Vardhan-10MBI0105
Hanisha-10MBI0124
Creative strategy
Determining what the advertising
message will communicate



Advertising appeal:
The approach used to attract the
attention of consumers
INTRODUTION
Creative strategy
It must includes:
The target market
The competitive benefit
The objective
Types of Creative Strategies:

PREEMPTIVE
UNIQUE SELLING PROPOSITION
BRAND IMAGE
POSITIONING
RESONANCE
EMOTIONAL
Execution of Creative strategy:
Advertising appeal
Informational/rational Appeals
o Feature appeal
o Competitive appeal
o Favorable price appeal
o News appeal
o Product/Service popularity appeal


Emotional Appeals
o Personal States or Feelings
o Joy
o Accomplishment
o Love
o Actualization
o Nostalgia
o Affection
o Pleasure
o Ambition
o Pride
o Arousal / stimulation


Safety
Comfort
Security
Excitement
Self-esteem
Sentiment
Fear
Sorrow/grief
Happiness
Social-Based Feelings
o Acceptance
o Approval
o Affiliation / belonging
o Embarrassment
o Involvement
o Recognition
o Rejection
o Respect
o Status
o Sophistication
Execution styles
Factual message or straight sell
Dramatization
Testimonials
Comparison
Demonstration
Animation
CONTD.
Humor
Scientific or technical evidence
Slice of life
Fantasy
Combinations
Personality Symbol


Things to be considered:
Print ad
Headline Writing
Layout
Readability
General Advertising
Television Basics
Radio basics

Elements in Print-advertisements
Head-line

Body Copy
Visual
Identification Marks
THANK YOU