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CREATIVE STRATEGY
Various approaches used for determining
major selling ideas that form the basis of an
advertising campaign.
Creativity in Advertising
• What Is Creativity?
• Different Perspectives on Advertising Creativity
• Nissan once again cars are the stars
D’Arcy, Masius Benton & Bowles’s
• Does this advertising position the product simply and with
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unmistakable clarity?
Does this advertising bolt the brand to a clinching benefit?
Does this advertising contain a Power Idea?
Does this advertising design in Brand Personality?
Is this advertising unexpected?
Is this advertising single-minded?
Does this advertising reward the prospect?
Is this advertising visually arresting?
Does this advertising exhibit painstaking craftsmanship?
Planning Creative Strategy
• Top Ten Advertising Slogans of the Century
Finding the Inherent Drama
• Finding the inherent drama or characteristic of
the product that makes the consumer purchase it.
The inherent drama approach expresses the
advertising philosophy of Leo Burnett, founder of
the Leo Burnett agency in Chicago. Burnett said
inherent-drama “is often hard to find but it is
always there, and once found it is the most
interesting and believable of all advertising
appeals.” He believed advertising should be
based on a foundation of consumer benefits with
an emphasis on the dramatic element in
expressing those benefits.