Creative strategy and tactics

Creative strategy and tactics

1. The role of communications

   • Provide the context in which the advertising campaign is to be developed. Identification of the current brand situation and competitive enviroment.Refresh and update particular aspects of the communication.The development of a completely new campaign or product. 

2. The target audience.

   • It may be in the form of specific demographic data age,sex, class, its use is to understand the dimensions of the audience (Young, old, attitudinal, values, lifestyle factors) key factors to cost effective coverage of the defined audiences. 

3. The creative challenge advertising.

4. Consumer insight.

   • The planner will define the specific aspect that will differentiate the brand from its competitors  based on detailed understanding of the consumers needs and wants.  

5. Types of advertising

   • Humuor Music Comparative  Fear Shock  Non Verbal

6. Emotional appeals

   • Basis of the message of the consumer. Consumers like and enjoy advertising that, enhances their liking of the feature product or service.   Non-emotional ads lead to the most of negative responde and lowest comprenhension.   Humour combined with warmth is better for affective response. Warmth rather than humour tends to improve understanding.Informative ads creative a positive response compared pure image ads.Advertising appeals. Attract the interest and attention of consumers, influence feelings towards the product (emotional benefits).

7. Rational or logical appeals

   • These provide the viewer or reader with specific information relating the product. It tends to be used when the manufacturer wishes to convey particular information to the potencial consumer in the order to reach a purchasing decision. A wide variety of rational motives can be used at the basis for advertising appeals.   These might include conveniente, economy, health, sensory benefits, such as taste, smell, touch, quality, performance, comfort, reliability, durability, etc. 

8. Saatchi and saatchi fundamentals of creativity

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