Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 8, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53915 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 8, Problem Additional_Discussion_Questions 1 : 13.Explain what is meant by creative strategy and...

13.Explain what is meant by creative strategy and creative tactics in advertising.  Find an example of an advertising campaign and evaluate the creative strategy and tactics used in the ads.


Step-By-Step Solution

13.Creative strategy determines what an advertising campaign and messages will say or communicate. It is best viewed as a process that is designed for determining what the advertising should communicate about the product or service and the big idea that will be used as the central theme of the advertising campaign. Creative tactics focus on how the advertising campaign and messages will be communicated with regard to areas such as various appeals and execution styles as well as the tactical issues involved in the design and production of advertising.  Students should be asked to find an example of a current advertising campaign and evaluate the creative strategy and tactics used in the ad.  They should analyze the creative strategy in terms of the big idea used as the central theme of the advertising campaign as well as the type of appeal, execution style and tactical elements used in the individual ads that are part of the campaign.


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