Creative Strategy and Tactics [MAC 325] 1

Advertising Creative Strategy and Tactics [MAC 325] 1

 

One of the most important components of an integrated marketing communications program is the advertising message. While the fundamental role of an advertising message is to communicate information, it does much more.

 

The commercials we watch on TV or hear on radio and the print ads we see in magazines and newspapers are a source of entertainment, motivation, fascination, fantasy, and sometimes irritation as well as information.

 

Ads and commercials appeal to, and often create or shape, consumers’ problems, desires, and goals.

 

From the marketer’s perspective, the advertising message is a way to tell consumers how the product or service can solve a problem or help satisfy desires or achieve goals.

 

Advertising can also be used to create images or associations and position a brand in the consumer’s mind as well as transform the experience of buying and/or using a product or service.

 

Underlying all of advertising messages, however, are a creative strategy that determines what the advertising message will say or communicate and creative tactics for how the message strategy will be executed.

 

Good creative strategy and execution can often be central to determining the success of a product or service or reversing the fortunes of a struggling brand. Conversely, an advertising campaign that is poorly conceived or executed can be a liability.

 

Perspectives on what constitutes creativity in advertising differ. At one extreme are people who argue that advertising is creative only if it sells the product. An advertising message’s or campaign’s impact on sales counts more than whether it is innovative or wins awards.

 

At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic or aesthetic value and originality. They contend creative ads can break through the competitive clutter, grab the consumer’s attention, and have some impact.

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