Creative Strategy

Topics: Adidas, Advertising, Marketing Pages: 4 (1108 words) Published: June 2, 2011
Creative Strategy
A creative strategy is the manner in which the message will be conveyed to the consumer. A clear message should be determined; this is precisely what the firm intends to communicate to the consumer. The creative team will develop a theme so that the consumer recognizes the product without having to think about it. This is where the art department develops key colors, fonts and numerous other aspects of the marketing campaign. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print. Since the beginning of advertising, strategies have been created, starting with the simplest (weak) strategies in the 1940s. When a clear message and theme has been chosen, a tactical strategy will be decided upon. This is the medium that will convey the message to the consumer. Various methods can be used to communicate to the consumers, including television, print, packaging, product placement, and the places where the product will be sold. For television and print, a comprehensive flighting schedule will created to keep the advertising as efficient as possible, increasing and decreasing when necessary. three basic description of creative strategy.

Weak strategies
Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s. * A generic strategy gives a product attribution. An example of this would be how the beef industry chose to advertise their product. With their slogan,...
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