Implementation and Evaluation of Creative Strategy

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The process of determining your marketing objectives and develop- ing a strategy to meet those objectives is, at its core, what is meant by the term “creative strategy development.” It is via actions like these that you will steer your team on the proper path.

Using these tactics, you will be able to develop content that not only engages customers but also embodies the values of the organisation and helps to solve a problem. It requires the establishment of a financial strategy for the advertising campaign in addition to a creative strategy for the cam- paign.

Putting a creative strategy into action – at this point, the advertising agency or the marketing communications team is responsible for making all of the necessary efforts to put the marketing and advertising strategy that was designed in earlier phases into action.


How information is conveyed in an advertisement is just as crucial as the selection of the information that will be sent. This is exactly what is done in the appeal and execution styles of many advertisements. The term “advertising appeal” refers to the strategy to pique the interest of consumers and/or to persuade them to buy or intend-to-buy. How a specific appeal is transformed into an advertising message and then delivered to the customer is known as the creative execution style.

Informational/rational appeals

Following are the characteristics of these appeals:

  • Emphasis on the consumer’s need for the product or service to fulfill a functional, practical or utilitarian purpose

  • Illustrate a rational image by providing information

  • Highlight the characteristics of a product or service with advantages

  • Persuade customers that the advertiser’s product or service possesses a particular feature (or attributes)

  • Focus on some recent development or announcement regarding the product

  • Present verifiable facts that can serve as evaluative criteria

  • Some brands like Horlicks and Colgate use this advertising approach for providing information related to nutrition and cavity protection

The types of rational appeals are:

  • Feature appeal: This type of advertisement appeal pro- vides information about product attributes which are used for decision making. For example; Laptop (Dell, HP, Lenovo) companies.

  • Competitive advantage appeal: This type of appeal compares the product with competitor’s product directly or indirectly. For example; Dove shampoo, Samsung vs. Apple

  • Favourable price appeal: This type of appeal consider the price as dominant point of the advertisement message. For example; Surf excel, Ariel, Tide etc.

  • News appeal: This type of appeal use some news or announcements related to product or organisation in the advertisement. For example; Coca cola’s it’s coming… advertising in which it announced that Coca Cola will come with over a thousand names #ShareaCoke.

  • Product popularity appeal: This type of advertisement appeal consider the product’s popularity as the key point of advertisement. It also highlights the increase in the number of users of the brand. For example; Only SUV to touch 10.00 lakhs customer base – Scorpio.

  • High quality and performance appeal: This type of adver- tisement appeal focus on showcasing their high product quality. For example; Sony Bravia TV, Dettol.

  • Low price appeal: This type of advertisement appeal focus on highlighting the low price feature of the product. For example; Salana 10000 ki bachat, Zero Maintenance credit card ads.

  • Long Life appeal: This type of advertisement appeal shows the durability of the product. For example; BOSS head- phones, DURACELL batteries etc.

  • Scarcity appeal: This type of advertisement appeal focus on showing that the supply of product is for limited time period and is scarce and appeal customers to buy as soon as possi- ble. For example; Mahindra XUV 500 ads.

Emotional Appeals

Emotional appeals are those that are made to the social and/or psychological needs of the customer to convince them to purchase a product or service. This type of appeals is designed to persuade target customers using emotional cues. Emotional factors play a role in the decision-making process of many consumers when it comes to making purchases, and a customer’s attitude toward a brand can be more influential than their familiarity with its functions or characteristics.

There are two forms of emotional advertisement appeals i.e., Positive and Negative emotional appeals: Positive appeals use humor, love, warmth, care, pride, joy etc. to induce consumers whereas negative emotional appeals use fear, anxiety, pain etc. to induce customer.

Endorser Appeals

This form of advertisement appeal employs an endorser (who is an expert or looks like an expert) to advertise the product. For example; Suffola using doctor, Tresemme shampoo with hair stylist.

Transformational Appeals

This advertisement appeal intends to make a shift in belief or attitude of people so that they try the product. These advertisements develop a feeling, image, mean- ing and belief about the product that gets activated when consumer use it. For example; Pregnancy kit or pill, sanitary pad advertisements.

Consider, a transformational advertisement by Tata Tea shows a husband offering tea to his wife. It is not only women’s responsibility to perform household tasks or prepare tea; men can also help their wives with household work. In India, making the morning cup of tea for the family is traditionally assumed to be a woman’s responsibility. This advertisement is a transformational appeal to men for positive changes.

Combination appeals

This is a combination of rational and emotional appeals. It is used when products are used for rational reasons but emotional appeal has the power to change consumer preferences. For example; pour and rub advertisement of Surf Excel Matic Liquid detergent.

Other Forms of Appeal

Reminder and Rceall Appeal

The purpose of this type of advertising is to raise awareness of the brand and, as a result, boost recall of the brand. For instance, during the weeks leading up to Halloween, Valentine’s Day, Christmas and Easter, marketers of confectionery items frequently raise their media budgets and run reminder advertising.

Teaser Advertisement/ Appeal

A strategy that involves talking about a product or brand without actually showing it to generate excitement, curiosity and/or interest in the product or brand. Teaser marketing campaigns are a great way to get consumers interested in a brand-new product, but marketers need to be careful not to run them for too long or they will lose their impact. Interest and publicity on their behalf should be generated.

Creative Tactics

The process of actually generating the commercial becomes the focus of attention once the creative approach, type of appeal and execution style has been selected. Writing copy, developing illustrations and other visual elements of the advertisement and bringing all of the ad’s components together to form a finished product are just some of the tasks involved in the design and production of an advertising message.

Other tasks include selecting an appropriate layout for the advertisement and selecting appropriate colours.

Creative tactics for print advertising Three fundamental aspects that make up a print advertisement, and these are the headline, the body copy and the graphic elements or drawings. A layout brings all of these components together into one cohesive whole.

  • Headline: The words that appear at the top of an advertisement are called the “headline,” and they are considered to be part of the headline. Those that are either most likely to be read first or are positioned in such a way as to draw the greatest attention to themselves. The most essential purpose of a headline is to capture the attention of the audience and pique their curiosity about the remainder of the marketing message.

    There are many different kinds of headlines, including the following:
    • Direct headlines: These headlines are straightforward, to the point and instructive about the message that is being conveyed.

    • Indirect headlines: These headlines are meant to pique the reader’s interest and keep them guessing by posing questions or presenting problems, provocation, as well as the use of other methods.

  • Subheads: In addition to the primary headline, many advertisements also include one or more additional headings that are referred to as subheads. These subheads will typically have a type size that is less than the main headline, but will typically have a type size that is greater than the type size used for the body material.

  • Body copy: The primary text component of a print advertisement is known as the “body copy,” and it is referred to as such in the industry.

  • Visual elements: An additional significant component of a print advertisement is the use of illustrations and other visual elements. Visual elements frequently take precedence in print advertisements and play a significant part in deciding the degree to which they are successful.

  • Layout: The layout of an advertisement relates to the physical arrangement of the various sections of the advertisement, such as the headline, the subheadings, the illustrations, the body copy and any identifying marks.

Creative tactics for television

Television commercials, much like print advertisements, are made up of multiple parts that need to collaborate to produce the desired effect and effectively convey the message of the advertiser.

  • Video: The video, also known as the visual elements, is everything that can be viewed on the screen of a television. It is necessary to make choices concerning the primary focus of the visual, which may include the product, the presenter, action sequences, lighting graphics, colour and other aspects.

  • Audio: The audio aspect of a commercial consists of a variety of components, including voiceover, music and sound effects, among other things. A voice-over is a technique frequently utilised in the presentation of the audio component of a commercial.

    In this technique, the message is conveyed or the action on the screen is narrated by the voice of an announcer who is not visible on screen. There has been a recent tendency among large advertisers to use famous people with recognisable voices to promote the voiceovers for their advertisements.

  • Music: It is a very significant component of many different types of television advertisements. Music serves a variety of roles and functions, such as providing a nice backdrop or assisting in the creation of a suitable atmosphere or location.

    Jingles, which are catchy melodies about a product or service and typically include the advertising theme as well as a simple message, are another essential musical element in television and radio advertisements. Jingles can be found in both types of media.

  • The planning and production of television advertisements: The many components of a television commercial are brought together in a document known as a script. A script is a written version of a commercial that includes a detailed explanation of the commercial’s video and audio content.

    The script details the many audible aspects of the commercial, such as the music and sound effects, as well as the copy that will be uttered by the various voices. The visual outline of the advertisement can be found in the video section of the script.

    When the fundamental script has been developed, the writer and the art director work together to create a storyboard, which is a set of drawings used to convey the visual plan or layout of a potential advertisement. As soon as the customer gives their stamp of approval to the storyboard, the commercial is prepared to enter the production process.

    There are three stages involved in the development of a commercial, and they are as follows:

    • Pre-Production: It is the stage in which research work is done and actors, crew, a production manager, a line manager, etc. are hired. In the pre-production stage, decisions are taken related to costumes, catering, equipment, location, etc.

    • Production: The time frame in which the television commercial is produced or videotaped and recorded.

    • Post-production: It is the stage where all of the pieces of commercial come together. Post-production involves techniques like editing, color grading, and visual effects to turn the raw footage into a finished commercial.

Source Factors

So the question here is, “What is the source when Tiger Woods appears in an advertisement for Nike or Tag Heuer or Buick?” Who is responsible for this, him personally, the corporation or some combination of the two? We are going to make an effort to find out.

To put it simply, a source is any individual who is directly or indirectly involved in the process of transmitting a marketing message. The qualities of the source influence the advertising message, which in turn influences the behaviour of consumers and the decisions they make about what to purchase. A marketer needs to keep in mind the following three fundamental kinds of source attributes which are:

Source credibility

Expertise, trustworthiness or both can contribute to a source’s credibility when used in conjunction with one another. Does Tiger Woods provide the necessary level of credibility for the brand that he endorses? The answer to that question is going to be found in the opinions of the customers.

In addition, a marketer needs to exercise caution when attempting to comprehend that perception. It is typically helpful to lend credibility to the message that is being sent by employing celebrities (like him) as the spokesman, as well as specialists in the relevant field or corporate leaders (as in the case of Dell). In addition, several research have demonstrated that a source with high credibility is not necessarily advantageous, nor is a source with low credibility necessarily disadvantageous.

It is dependent on the circumstance that the audience was in before viewing the advertisement for the product or service being offered. This is due to a phenomenon known as the “Sleeper Effect,” in which the impact of a message gradually loses its ability to persuade as more time passes.


After reliability, the source’s appeal is a crucial consideration. The message’s delivery mechanism should be interesting enough to draw attention to the advertisement with- out drawing attention away from the advertised product.

For instance, Ford’s commercials with Lindsay Wagner were quite successful. She did an excellent job of getting the idea through to customers without drawing attention away from the product. It has also been suggested that when famous people promote a product, they impart their meanings and images to it.

Power Bar, the market leader in energy performance bars, has promoted itself with images of Lance Armstrong, a symbol of toughness, tenacity and fierce competition. And he turns out to be a highly persuasive advocate in this case. When celebrities appear in multiple commercials, it can lead to overexposure, which can backfire on the brand’s attempts to get its message across. That’s because viewers know the advertising paid for by the companies. Consequently, having them appear in too many advertisements dilutes the impact of the message.


When a source can genuinely bestow benefits or drawbacks upon the receiver, we can say that it possesses the power. This authority derives from the following factors:

  • Perceived control
  • Perceived concern
  • Perceived scrutiny

For instance, in the case of personal selling, a sales representative might have some power over a buyer if the latter expects earning spe- cial awards on the condition that they agree with the salesperson’s requests.

Message Factors

What kind of communication will result in positive attitudes or feelings being generated? In general, marketers strive to develop pleasurable messages that lead to positive feelings about the product or service they are attempting to sell. Humorous messages tend to put customers in a good mood and elicit favourable feelings, both of which are likely to become connected with the brand that is being advertised.

The addition of feeling, provided by music, makes customers more responsive to the message being conveyed. Numerous advertisements resort to overtly sexual language and imagery in the hope of exhilarating their target audience or leading them to believe they can improve their allure to members of the opposite sex. Some marketers evaluate the success of their brands about those of their competitors.

Let us discuss some message factors.

Order of presentations

According to the findings of several studies on learning and memory, people tend to retain better information that is offered first or last than information that is presented in the middle. The primacy effect is assumed when the strongest arguments are presented first, while the recency effect is assumed when the strongest arguments are presented last.

Conclusion drawing

According to the findings of certain studies, in general, messages that come to clear conclusions are simpler to comprehend and more effective in changing people’s perspectives. However, this is contingent on the audience that you are speaking to, the nature of the topic or problem at hand, and the nature of the circumstance.

For instance, it is vital to state the conclusion while speaking to an audience that is less knowledgeable. However, open-ended advertisements are more effective when used with highly involved audiences.

Message sidedness

It is possible for the message to be either one-sided (citing only the favourable qualities), or two-sided (presenting both good and bad points). One form of the message can be selected above another depending on the percentage of the market it holds and the image it projects.

Comparative advertising

This refers to the habit of making comparisons between one’s own company and others, either directly or indirectly identifying the rival companies. There is the potential for ethical complications to arise from the same.

Fear: The fact that fear appeals can have both a facilitating and an inhibiting effect can help to understand the link between fear and the ability to convince someone of something.


When compared to other types of advertising communications, humorous commercials are frequently the most well-known and memorable. On the other hand, their usefulness decreases with each new viewing.

Someone once remarked something insightful about advertisements, which was summarised as follows: “The first time the commercial is hilarious, the second time the advertisement is fine, and the third time it is boring.” It is also important to keep in mind that “if the viewers laugh with you, you can be in it for the long haul.”

Channel Factors

Which forms of media will improve the presentation the most? A prime-time television show that consistently receives high ratings is watched by nearly 12 million households every week. Each issue of TV Guide and Reader’s Digest combined is distributed to almost 12 million households.

However, the most crucial thing is how well they reach the audience that the marketer is trying to attract. The business news program Lou Dobbs Moneyline on CNN gets just around one million viewers each weekday evening, but the majority of those viewers are high-income professionals who are excellent possibilities for luxury automobiles, financial services and other goods and services connected to the business.

Personal vs. non-personal channels

It has been found that personal routes of communication are significantly more convincing than the mass media’s non-personal channels. The personal influence and the level of customisation that comes into play with personal channels are what set them apart.

Effects of alternative mass media

There is a fundamental difference between how information from various forms of media is sent and may be processed, as well as the rate at which it can be transmitted. The information provided by advertisements in print media can be read at the reader’s own pace; as a result, it can be utilised to provide substantial information. Because the information that is provided by broadcast media is presented in a format that is externally paced, the message must be concise while being effective.

Effects of context and environment

The media conveys a picture that is separate from and distinct from any message that it may carry. The influence that the medium has on the message is what is known as the qualitative media effect.


In today’s society, where information is abundant, the issue of clutter poses a highly interesting challenge for advertisers. Because of this, it is now significantly more important to be as direct and effective as possible in the shortest amount of time feasible, in addition to having the ability to capture attention.

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