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through the clutter, grab the audience’s attention, and linger in their minds. This requires developing an original and effective creative strategy, which is simply a statement or concept
of what a particular message or campaign will say. Advertising agencies can be thought of as “idea factories”; in industry parlance, the Holy Grail in creative strategy development is something known as the big idea.•What is the “big idea” and why is it so important?The big ideais that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. Some of the world’s most memorable advertising campaigns have achieved success because they originate from an idea that is so “big” that the campaign offers opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have legs because it can be used for long periods of time. The print campaign for Absolut vodka is a perfect example.The advertising appealis the communications approach that relates to the motives of the target audience. Ads based on a rational appealdepend on logic and speak to the audience’s intellect. Ads using an emotional appealmay tug at the heartstrings or tickle the funny bone of the intended audience. The selling propositionis the promise or claim that captures the reason for buying the product or the benefit that ownership confers. Effective global advertising may also require developing different presentations of the product’s appeal or selling proposition. The way an appeal or proposition is presented is called the creative execution.Art DirectionandArt DirectorsThe visual presentation of an advertisement—the "body language—is a matter of art direction. The individual with general responsibility for the overall look of an ad is known as the art director. The art director chooses graphics, pictures, type styles, and other visual elements for an ad. For example, Revlon used a French producer to develop commercials in English and Spanish to communicate universal appeals and product benefits.The global advertiser must make sure that visual executions are not inappropriately extended into markets. For example, Benetton’s campaign focused on interracial juxtapositions – a hand and a black hand handcuffed together; it evoked slavery and was not used in the U.S. Copy and CopywritersThe words that are the spoken or written communication elements in advertisements are known as copy. Copywritersare language specialists who develop the headlines, subheads, and body copy used in print advertising and the scripts containing the words that are delivered by spokespeople, actors, or hired voice talents in broadcast ads.As a general rule, copy should be relatively short and avoid slang or idioms. Lanaguages vary in terms of the number of words required to convey a given message; thus the increase in words and pictures. It is important to recognize overlap in the use of languages in many areas of the world (e.g., the EU, Latin America, and North America). Capitalizing on this, global