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

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

Communications Program

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famous 'When you don't have anything to say, sing it.' If pronouncements and books are out the window, what's replaced them is a conscious desire to lift the intelligence level of advertising. Today's leaders see advertising as an uplifting social force, as a way to inspire and entertain."38

Goodby and Silverstein note: "Advertising works best when it sneaks into people's lives, when it doesn't look or feel like advertising. It's about treating people at their best, as opposed to dealing with them at their lowest common denominator." They describe their creative formula as doing intelligent work that the public likes to see and that, at the same time, has a sales pitch.39 Lee Clow says: "No rule book will tell you how to target the masses anymore. The best of us understand the sociocultural realities of people and how they interact with the media. If we didn't, we couldn't make the kinds of messages that people would be able to connect with."40

Specific agencies are by no means limited to any one creative approach. For example, the famous "Marlboro country" campaign, a classic example of image advertising, was developed by Leo Burnett Co. Many different agencies have followed the unique selling proposition approach advocated by Rosser Reeves at Ted Bates. The challenge to the creative specialist or team is to find a major selling idea—whether it is based on a unique selling proposition, brand image, inherent drama, position in the market, or some other approach—and use it as a guide in developing an effective creative strategy.

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