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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 ...
5 Creative Approaches to Insurance Advertising: “So Easy Even a Caveman Can Do It” ... Choosing a mascot to represent the company is a powerful visual symbol that can be used in many marketing ...
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.
The main change inflicted on advertising by account planning is, to approach every marketing challenge, starting with the consumer. Traditionally qualitative research has been conducted via focus groups, but it is the Jon Steel style of focus group - focus groups in a creative way - that has changed the way some agencies apply this kind of ...
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.
Strategy, on the other hand, is a plan created to help an individual or organization to achieve certain goals. [2] Media strategy, specifically, is commonly applied in the public relations, marketing and advertising industries. By leveraging different forms of medium, media strategy could efficiently play a role in establishing customer ...
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