Ch. 12 notes The Creative side and Message Strategy Two sides of Advertising -Media and Creative/Message *Art and science of advertising -ad. idea must be both creative and strategic -creative strategy/message strategy: what advertisement says -execution: how it is said -creative brief: document prepared by account planner that summarizes the basic marketing and advertising strategy *Creative Strategy Approaches -head strategy / hard sell: informational message that is designed to touch the mind and create a response based on logic?rational -heart strategy / soft sell: uses emotional appeals or images to create a response based on attitudes, moods, and feelings?attractive image -Frazer?s Six Creative Strategies: preemptive, USP, brand image, positioning, resonance, affective/anomalous -Taylor?s Six-Segment Strategy Wheel: *head: rational, acute need, routine *heart: sensory, social, ego *Strategic Formats and Formulas -lectures vs. dramas -selling premise: states the logic behind the sales offer -appeal: connects with some emotion that makes the product particularly attractive or interesting, such as security, esteem, fear, sex, and sensory -features/ attributes ? find ones most important to audience -claim: product-focused strategy that is based on a prediction about how the product will perform.
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