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

Was this article helpful?

0 0
A Guide To Your Own Ezine

A Guide To Your Own Ezine

With the expansion and diversity of businesses and hobbyists into more and more specialized areas of endeavor, there is an increasing need for more information. And newsletters are the high profit way to cash in on that market for specialized information.

Get My Free Ebook


Post a comment