Does the creative approach communicate a clear and convincing message to the customer?

Question

Does the creative approach communicate a clear and convincing message to the customer?

Answer 1

Yes; the creative approach communicate a clear and convincing message to the customer.

While the creative specialists determine the advertising appeal and execution style that will be used in the campaign, the client must evaluate and approve the creative approach before any ads are actually produced. A number of different people on the client side may be involved in evaluating and approving the creative work of the agency. The amount and influence of these individuals will depend on the company's organization and policies, the importance of the product to the company, the role of advertising in the marketing program, and the nature of the advertising approach being recommended.

There are two basic stages in the development of advertising—creation and production. Most of the attention in this chapter has focused on the creation stage and creative process. Once the creative approach has been determined and approved, the attention turns to the production process, which involves a variety of functions needed to produce the ad or commercial and put it into a finished form suitable for use by the media. The client will have the opportunity to review the final version of the advertisement after the production stage. However, it is important that a careful evaluation be made before the ad actually enters production as this stage requires a substantial investment of time and money.

A. Guidelines for Evaluating Creative Output—There are a number of guidelines that personnel on the client side might use to evaluate the creative approaches suggested by the agency.