A creative strategy is the manner in which the message will be conveyed to the consumer. A clear message should be determined; this is precisely what the firm intends to communicate to the consumer. The creative team will develop a theme so that the consumer recognizes the product without having to think about it. This is where the art department develops key colors, fonts and numerous other aspects of the marketing campaign. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product.
Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print. Since the beginning of advertising, strategies have been created, starting with the simplest (weak) strategies in the 1940s.
When a clear message and theme has been chosen, a tactical strategy will be decided upon. This is the medium that will convey the message to the consumer. Various methods can be used to communicate to the consumers, including television, print, packaging, product placement, and the places where the product will be sold. For television and print, a comprehensive flighting schedule will created to keep the advertising as efficient as possible, increasing and decreasing when necessary. three basic description of creative strategy.
Weak strategies. Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s. * A generic strategy gives a product attribution. An example of this would be how the beef industry chose to advertise their product. With their slogan, “Beef, it’s what’s for dinner,” consumers aren’t learning anything new about the product. The Beef slogan simply states beef as a dinner item. It enhances the product in no other way * A pre-emptive strategy is a form of advertising that makes a generic claim stronger.
An example of a pre-emptive strategy can be found in Folgers Coffee. As many of us know, most all coffee is grown in the mountains. Folgers took that fact and claimed it as their own with their slogan, “Folgers: Mountain Grown Coffee. ” Middle-strength strategies Mid-strength strategies: The Unique positioning strategy of brand image and positioning. A unique positioning strategy is proving that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it.
An example of Unique Positioning Strategy would be in Crest toothpaste. Crest added the unique feature of Scope in their product to differentiate it from other brands of toothpaste. A downfall in Unique positioning strategy advertising is that if a unique feature increases sales on one product, many other brands are likely to adopt the “unique” feature, making the end product not so unique. Strong strategies The third and strongest form of creative strategy includes affective advertising and resonance advertising. Making people feel really good about a product is called affective advertising.
This is difficult to do, but often humor and an honest character can make affective advertising possible. Example: Adidas is the Group’s core brand and a leader in the sporting goods market. At the heart of adidas is passion: passion for sports, passion for athletes and passion for products. adidas is a brand built on leading technology and cutting-edge design. It is a brand identified and respected by consumers for its innovative, inspirational and authentic values. Basketball – Big Game, Big Endeavors Basketball is a fast-paced game and, for adidas, it ranks as the fastest growing category in the Forever Sport division. didas’ successful partnerships with major NBA stars Kobe Bryant and Tracy McGrady coupled with outstanding new products such as the KOBETHREE, T-MAC and the All Day All Night II highlight adidas’ commitment to reaching out to young urban consumers. ClimaCool™ and will bring more exciting design and new technology to the US market as the category is predicted to grow strongly in 2002. Football Fever adidas is the undisputed global leader in football: a position to be highlighted this year with adidas’ sponsorship of the 2002 FIFA World Cup™.
Delivering innovation in this category began nearly 50 years ago when adidas founder Adi Dassler invented screw-in studs that revolutionized the game. This commitment continues today in ground-breaking products such as the Predator® Mania boot and in long-term partnerships with leading football clubs including Bayern Munich, Real Madrid and Ajax Amsterdam. Tennis Sets New Standards Tennis is another category where adidas is the global leader in both footwear and apparel sales. Creating performance products that set the industry standard is adidas’ trademark in the category.
Product highlights for 2002 include the Barricade, the Feather and the ClimaCool™ tennis shoes. Supporting adidas’ leading market position are also a strong portfolio of young players including Anna Kournikova, Martina Hingis and Marat Safin, as well as sponsorship of important events such as the French Open. Performance-oriented footwear, apparel and hardware products will always remain the lifeblood of adidas. However, adidas is also committed to incorporating the growing importance of lifestyle, fashion and music inspiration into the sports arena and adidas products.
This strategy allows the brand to create a unique adidas experience and mean more to more consumers. Adidas is all in . Conclusion The creative strategy is An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The creative strategy is a process of its own, and it’s suggested that a company use professional talent so that the company’s intended message is conveyed with accuracy to the consumer.
Advertising strategy (aka creative strategy) will need to address not only the awareness-building requirements of company’s plan, but also attitudes and actions it wants to provoke in the audience. it’s important to Set advertising strategies so that it will portray exactly what company is going to communicate. Tactics also play a big role in advertising. The key to choosing tactics is to research the target market effectively, and know the mediums they use to communicate. The simple answer to media strategy is to identify your target audience then find the best media, at the best time, to reach them.
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