What is creative sterategy for a television advertisment?

Question

What is creative sterategy for a television advertisment?

Answer 1

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. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print.

The study of advertising usually begins with a focus on creative strategy and tactics. Creative strategy is defined as determining what the advertising message will say. Then, creative tactics deals with how the message strategy is implemented.

In developing the Total Quality Communication program, we have already created the foundation for a creative advertising strategy for each of our intended audiences. We already know who our audiences are and we have already performed research to acquire data about our audiences. And, we have a list of the media available to select from when trying to communicate to each of these audiences as well as data regarding the mechanics of use for each type of media.

The Challenge of Multiple Audiences

People working on the creation of advertising have a tremendous challenge, which is to take all the input generated in our TQC planning and to convert it into effective advertising. Each advertising project or campaign directed to an audience is different. Each audience's interest relationship with our organization is different. Ensuring that advertising for a specific audience is appropriate to the audience and the medium is a challenge.

Crafting audience-specific advertising is not the final issue, however. This challenge is compounded by the equally important task of evaluating the implicit effect of the advertising on other audiences that will be exposed to the message in the targeted medium. In other words, our strategic dilemma is that we must tailor our message to an audience, but other audiences may also see our message.

The Copy Platform

One helpful tool in the advertising development process is to create a copy platform. The components of the platform include:

Basic problem or issue the advertising must address--this could be simply the audience message statement created in your TQC plan, or a refinement of that statement.

Advertising objectives--usually defined in measurable terms.

Definition of the targeted audience and its interest relationship

Major selling idea or key benefits to communicate

Creative Strategy Statement--Comprising (1) a campaign theme if appropriate, (2) an advertising appeal approach which may be informative/rational or emotional, and (3) execution techniques.

Supportive information

Creative Strategy Statement II - The Advertising Appeal Approach

We'll continue with development of information that serves as our Creative Strategy Statement. This is the second part of our copy platform that guides our advertising implementation. In the last section, we discussed the Campaign Theme, the Unique Selling Proposition, and positioning our products or services as a base for theme development. The second element of the Creative Strategy Statement is the Advertising Appeal Approach.

The appeal we set for advertising can be defined as belonging to one of two categories: (1) Informational/ Rational Appeals and (2) Emotional Appeals.

Informational/Rational Appeals-- These appeals focus on consumers' practical, functional, or utilitarian needs. The content of advertising emphasizes facts, learning, and logical persuasion. Appeals can be based on product features, competitive advantage, favorable prices, news produced, or popularity. In general, this appeal approach depends on the consumer being open to information, and then using acquired information to make a logical, rational decision regarding adoption of the product or service.

These types of appeals are most successful in facilitative and educative communication strategies. Recall that the communication strategy depends on the potential degree of resistance the audience members will exhibit toward the idea of adoption