CREATIVE STRATEGY

IN ADVERTISING, DIFFERENT CREATIVE STRATEGIES ARE USED IN ORDER TO

OBTAIN CONSUMER ATTENTION AND PROVOKE SHOPPERS TO PURCHASE OR
USE A SPECIFIC PRODUCT. 

Creativity
the word “create” denotes originating, or conceiving an idea or thing that did not exist
before, creativity involves combining previously unconnected ideas or objects into
something new.
Advertising creativity is the ability to come up with fresh, perhaps unconventional ,
unique ,appropriate and effective ideas that can be used as solutions to an advertiser’s
communication problems. A creative idea can be appropriate and effective only when
it is relevant to the target audience’s needs , wants, or aspiration
Advertising or creative strategy blends the four elements:
1. Target Audience
2. The product
3. Positioning
4. Communication media
 The target audience: advertiser need to know the
following points:
1. who the actual end user of the product or service is,
2. Who is involved in influencing and making the purchase decision
3. Who make the purchase
4. Various family members , friends, and other may be involved in
purchase decision making.
 The product : the bundle of values offered to the customer
 The positioning : how the advertising will present the product to
the audience
 Communication Media : it involve all the media vehicles that
might carry the marketer's ad message
WHILE DEVELOPING THE ADVERTISING
THE FOLLOWING ISSUES SHOULD BE
DISCUSSED
 Who? Who is potential customer in terms of
geographical , demographical, behavioral, and
psychographics qualities?
 Why? Does the consumer have specific needs and wants
that the ad message should focus upon and appeal to?
 What? What factor support the product claim?

 Where ,when , and how? In which market area, what

time of the year, and through what medium will these
message be delivered
 What style, approach, or tone will campaign user
 An objective statement: a specific, concise statement of
what the ad is expected to achieve or what problem is it
supposed to solve.
 A support Statement: a brief statement of the evidence
that backs up the product promise.
 A tone or brand character statement: a brief
description of the tone of ad or the long term brand
character.
 Verbal element : what the advertising message should
say it.
 Non verbal element : ad graphics or visual
 Technical element: refers to preferred way of execution
and mechanical outcomes, budget and scheduling
limitation as a result chosen media and any specific
requirements
 APPEALS AND EXECUTION STYLE

The
The approach
approach used
used to
to attract
attract the
the
attention
attention of
of consumers
consumers
Advertising
Advertising
Appeals
Appeals To
To influence
influence consumer
consumer feelings
feelings toward
toward
aa product,
product,
service
service or
or cause
cause

The
The way
way anan appeal
appeal isis turned
turned into
into an
an
advertising
advertising message
message
Execution
Execution
Style
Style
The
The way
way the
the message
message isis presented
presented to
to
the
the consumer
consumer
 DIFFERENT KIND OF APPEALS
 Different appeal can be used as the basis for advertising
message.
 Only two category used to make up a brand:

1. Rational /informational appeals,

2. Emotional / transformational appeals
The rational appeals address the consumer’s self interest and
focus on negatively originated motives(problem removal or
problem avoidance). To relieve those feelings marketers
actively seek a new information to reduce mental tension., so
its also called as “relief motive”
Emotional appeals relate to the customer’s social and
psychological needs and stir up positive or negative emotion
that can motive purchase of a product pr service
 TYPES OF RATIONAL APPEALS

Feature:
Feature: Focus
Focus on
on dominant
dominant traits
traits of
of the
the product
product

Competitive:
Competitive: Makes
Makes comparisons
comparisons to
to other
other brands
brands

Price:
Price: Makes
Makes price
price offer
offer the
the dominant
dominant point
point

News:
News: News
News announcement
announcement about
about the
the product
product

Popularity:
Popularity: Stresses
Stresses the
the brand’s
brand’s popularity
popularity

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

Feature Appeal
Competitive Appeals
PRICE APPEALS
NEWS APPEALS
POPULARITY APPEALS