Unformatted text preview: Chapter 8
• Old Spice page 257-short answer
• Creative strategy
o A determination of what an advertising message will say or communicate to the target
• Creative tactics
o A determination of how an advertising will be implemented so as to execute the creative
• Determinants of creativity 262
• The perpetual debate creative versus hard sell advertising 267
• Can you defend a creative campaign as one that also sells can you give an example short
• Creative process
o A series of drawings used to present the visual plan or layout of a proposed commercial
• Advertising campaign
o It is a set of interrelated and coordinated marketing communication activities that center
on a single theme or idea that appears in different media across a specified time period.
o Advertising campaigns are short-term in nature (year basis); however, the campaigns
themes are usually developed with the intention of being for a longer time period.
o Campaign theme: should be a strong idea, as it is the central message that will be
communicated in all the advertising and other promotional activities.
o Examples: Nike Just do It; Coca-Cola open happiness; etc.
• Creative brief
• Major selling idea
• Unique selling proposition (USP)
o Is an advertising strategy that focuses on a product or service attribute that is distinctive
to a particular brand and offers an important benefit to the customer
• Image advertising
o Advertising that creates an identity for a product or service by emphasizing psychological
meaning or symbolic association with certain values, lifestyles, and the like
• Inherent drama
o An approach to advertising that focuses on the benefits or characteristics that lead a
customer to purchase a product or service and uses dramatic elements to emphasize
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