An advertising creative strategy involves planning, development, execution, and evaluation. The planning stage involves in-depth research on the target audience, product, and media to create advertising briefs and messages. In the development stage, unique selling propositions are framed and market analysis is conducted. During execution, the strategy is implemented through pre-testing of ads. Finally, evaluation assesses the strategy's effectiveness through post-testing and determining return on investment.

1. ADVERTISING CREATIVE
STRATEGY
JIYAS K
BA Phil MBA

2. • Advertising is a specialized field that requires tremendous efforts and creative
strategies to promote products and services of different kinds of brands.
• High levels of creativity combined with a powerful strategy makes the promotional
efforts a huge success.
• A creative strategy defines the important strategic choices required to develop a
marketing message.
• The creative strategy or advertising strategy defines what you will say about your
product or service.
• Formulation and implementation of a creative strategy passes through many stages
mainly Planning, Development, Execution and Evaluation.

3. • Planning a creative strategy: It involves in-depth research
on the target audience, product, positioning and the
communications media to create advertising briefs,
advertising message and formulate various tactics to address
the targeted audience. It involves decision making regarding
the target audience, product positioning, ad message etc
according to the business objectives of the advertiser.

4. • Development of creative strategy: Based on the inputs
received from the planning stage, earlier assessments and
campaigns, unique selling propositions are framed for the
advertiser’s products. At this stage a thorough analysis is
conducted on the market conditions, consumer approaches
and competition performance to create an ad copy,
storyboards, work plan, creative tactics etc.

5. • Execution of creative strategy: At this stage the
advertising agency takes all relevant efforts to
execute the marketing and advertising strategy
planned during the earlier stages. Pre-testing of
advertisements are conducted before the actual
execution to estimate the likely impact of the ads
and the effectiveness of the advertising campaign.

6. • Evaluation of creative strategy: Any strategy is successful only
when it achieves the purpose of its formulation. This stage involves
evaluation of effectiveness of the executed strategy through various
post-testing methods. Post-testing is conducted to estimate the net
return on investment and determine the effectiveness of the
advertising campaign. All post evaluation observations are recorded
in a common database for future reference and implementation for
other projects.

7. THANK YOU