CREATIVE STRATEGY Various approaches used for determining major

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 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 advertisingle-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.