Chapter Objectives

1. To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising.

2. To examine creative strategy development and the roles of various client and agency personnel involved in it.

To consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process.

To examine various approaches used for determining major selling ideas that form the basis of an advertising campaign.

Belch: Advertising and V. Developing the 8. Creative Strategy: © The McGraw-Hill

Promotion, Sixth Edition Integrated Marketing Planning and Development Companies, 2003

Communications Program

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