Comunicaciones Integradas En Marketing (Belch&Belch) Capitulo 8

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Capitulo 8. Estrategia creativa: planeación y desarrollo.

Uno de los componentes más importantes de un programa de comunicaciones de marketing integrados es el mensaje publicitario. Si bien su función básica es comunicar información, hace mucho más que eso. Desde la perspectiva del anunciante, el mensaje publicitario es una forma de decir a los consumidores que el producto les resuelve un problema o satisface sus deseos. La publicidad también crea imágenes y posiciona una marca en la mente del consumidor.
Para comunicar el mensaje publicitario, todos se apoyan en una estrategia creativa, la cual determina qué se comunica, y una táctica creativa, que es la forma de ejecutar la estrategia del mensaje.

IMPORTANCIA DE LA CREATIVIDAD EN LA PUBLICIDAD. Muchas compañías se dan cuenta de que el diseño y la ejecución del mensaje publicitario a menudo es crítica para el éxito del programa promocional, que a su vez incide en la efectividad del programa de marketing en su totalidad. La estrategia y ejecución creativas satisfactorias son a menudo un factor central para el éxito de un producto o servicio, o para revertir el destino de una marca que lucha por sobrevivir. Que un anuncio sea creativo o popular no significa que aumentara las ventas o revivirá una marca en decadencia. Muchos anuncios han ganado premios por su creatividad sin que incrementen las ventas. Muchos profesionales de la publicidad critican los premios publicitarios, afirman que las agencias a menudo se preocupan más por ganar premios que por crear anuncios que vendan los productos de los clientes, otros en cambio, piensan que los premios son una buena forma de reconocer la creatividad y que a menudo fomentan la publicidad efectiva. El éxito de una campaña no siempre puede juzgarse en base a las ventas. Sin embargo, es frecuente que el cliente así lo haga, piensa que la publicidad en última instancia debe hacer que el consumidor adquiera el producto. Es difícil el equilibrio entre la

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