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The creative strategy is also known as the message strategy. The creative strategy explains how the advertising campaign will address the advertising objectives. [97] Developing the creative strategy typically begins by identifying the big idea (also known as the creative concept that will establish the intended product position in the minds of ...
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
Stimulating creative development: the result of more productive contrast between the creative department and the consumer. Helping to sell ads: by explaining the way they work. The quality and creativity of advertising in the UK has grown in line with account planning, thus proving that the function has helped, rather than hinder this trend.
Marketing Creative: Even without a change in strategy, better creatives can improve results. Without a change in strategy, AFLAC was able to achieve stunning results with its introduction of the Duck campaign. With the introduction of this new creative concept, the company growth rate soared from 12% prior to the campaign to 28% following it.
Guerrilla marketing is an advertising strategy which increases brand exposure through the use of unconventional campaigns which initiate social discussion and "buzz". This can often be achieved with lower budgets than conventional advertising methods, allowing small and medium-sized businesses the chance to compete against larger competitors.
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
In 2010, Steve Harrison authored the book 'How to do better creative work'. [15] In their review of the book, Campaign Magazine called it 'essential reading for anyone looking to demystify the creative process'. [16] The book became the most expensive advertising book of all time when it was traded on Amazon.com for $3,000 per copy. [17]
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