The creative strategy is developed by a team to explain how an advertising campaign will meet business objectives. This strategy is documented in a creative brief covering the target audience, objective, key message, and reason to believe. Three theoretical frameworks help evaluate marketing communication: the hierarchy of effects model clarifies objectives and execution; means-end theory suggests linking messages to desired consumer values; and the elaboration likelihood model examines persuasion routes. Marketing appeals can be rational, focusing on price, performance, or scarcity, or emotional using fear, humor, or other techniques to gain attention and promote brand loyalty. Humor appeals work by capturing attention, holding it, winning awards, providing high recall, and creating likeable ads

2. Advertising And Promotion

3. What Is Creative Strategy?
A creative strategy is generally the result of A team composed of one or more copywriters, an art
director and A creative director. The creative strategy generally explains how
the advertising campaign will meet the advertising objectives of the business.

4. The Creative Brief
The documents used articulate this strategy to the creative department known as the creative brief.
Components of the creative brief
Who are we talking to?
What is the objective?
What is the one thing we are trying to tell them?
Why should they believe us?
Where and when are we telling them?

5. Marketing Communication Theory – How And Why
Its Work
Three useful theoretical framework
• Hierarchy of effects model
• Means-ends chain
• Elaboration likelihood model (elm)

6. Hierarchy Of Effects
The hierarchy of effects model aids in clarifying the objectives of an imc plan and the development
of individual execution within the plan

7. Hierarchy Of Effects
Hierarchy effect model has similarities with theories about attitude

8. Means-end Theory
A theoretical approach to the effectiveness of marketing communication messages is a mean-end
chain.
This approach suggest that marketing communication should contain a message or means that leads
the consumer to a desired end state. These end state include personal values

9. Means End Conceptualization Of Components
MECCAS model suggest using five elements in creating ads
• The product’s attributes
• Consumer benefits
• Leverage points
• Personal values
• Message tactics

10. Means End Chain For Milk

11. Elaboration Likelihood Model

12. Types Of Marketing Communications Appeals

13. Rational Appeal
The reasonable, practical and functional desirability of a product or service to a potential
consumer. For example, a marketing department of a business will often make a rational
appeal to consumers, if they are attempting to sell a necessity of life to a targeted group of
consumers.

14. Types Of Rational Appeals
Price appeals
Price is a commonly used base for message using a rational appeal.
In this form, the price and associated value (often relative to competitors prices) are the focus.

15. Types Of Rational Appeals Cont…
Performance appeals
Performance appeals are similar to price appeals because they inherently involve some aspect of the
overall value equation for the audience

16. Types Of Rational Appeals Cont…
Scarcity appeals
Scarcity appeals urge consumers to buy a particular products because of a limitations. It can be that a limited number
of the products is available or, more often, that the product is available for only a limited time

17. Emotional Appeals
Because many products are sold into markets with high degrees of brand parity, most marketing
professionals view emotional advertising as the key to brand loyalty

18. Types Of Emotional Appeals
Fear appeals
Marketers use fear to sell numerous products. Life insurance companies focus on the
consequences of not having life insurance when a person dies.

19. Types Of Emotional Appeals Cont..
Humor appeals
Humor has proven to be one of the best techniques for cutting through clutter humor can be
effective at both getting attention and keeping it.

20. Reason For Using Humor In Marketing
Communication
• Captures attention
• Hold attention
• Often wins creative awards
• High recall scores
• Consumers enjoy ads that make them laugh
• Evaluated by consumers as likeable ads

21. Humor Cont…
Humor causes the audience to :
1. Watch
2. Laugh
3. Remember