What is Creative strategy
Creative strategy is a strategy or blueprint that is created by a team that is consists of copywriters, an art director, an advertising layout artist, a graphic designer, and a creative director. These professionals get together to create a strategy that is going to help the advertising campaign to meets its target goals or objective.
A creative strategy is different from company to company and from the goals and objectives to be achieved. The creative strategy identified the target market, product benefits used for advertising, why these benefits are important for the customers, the purpose of advertising like retention, selling, recall the product, providing offers.
Types of Creative Strategy
1.) Changing attitude strategies
2.) Appeal Strategy
3.) Positive and Negative Strategies
4.) Comparative Strategy
1. ) Changing attitude strategies
Changing attitude strategies are formed to influence the consumer to buy a particular product. If a customer is interested in other brand products, then the task is to change the attitude of the customer toward this product. If the advertiser wants to influence the customer to its new product, then they have to specify their feature and benefits.
2.) Appeal Strategy
In this advertiser makes an appeal to purchase the products. The customer goes through the process of attention, interest, desire, and action (AIDA) to make a purchase of the product. Attention gained by making creativity in advertising. It creates interest for the customer to look over the products that convert into desire, and finally, consumers purchase the product.
3.) Positive and Negative Strategies
A positive advertising promise that the product will come up with various features, provide pleasure, provide more comfort, new features, and offers associate with the product. In negative advertising, they focus on avoid other brand products by making fear of damage, pain, destruction, unpleasant experience, etc.
4.) Comparative Strategy
A comparative strategy involved a comparison between one or more companies' products and services. This comparison is based on the illustration of products. If the comparison does not include any original brand name or product, it is effective advertising. If an advertiser used the original brand name or product, then it creates conflict or controversy.
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