The context of the medium in which the ad is placed may also affect viewers' perceptions. A specific creative strategy may require certain media. Because TV provides both sight and sound, it may be more effective in generating emotions than other media; magazines may create different perceptions from newspapers. In developing a media strategy, marketers must consider both creativity and mood factors. Let us examine each in more detail.
Creative Aspects It is possible to increase the success of a product significantly through a strong creative campaign. But to implement this creativity, you must employ a medium that will support such a strategy. For example, the campaign for 212 cologne shown in Chapter 4 used print media to communicate the message effectively. Kodak and Hallmark, among many others, have effectively used TV to create emotional appeals. In some situations, the media strategy to be pursued may be the driving force behind the creative strategy, as the media and creative departments work closely together to achieve the greatest impact with the audience of the specific media.
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