Advertising creativity is the skill of generating novel ideas that can serve as solutions to the various communication gaps. Creative strategies are developed by the creative teams of the ad agency. They determine the content of the message to be used in the advertisements by preparing a definite outline. These strategies are developed to meet the advertising goals and objectives. Broadly it should answer the four questions with regards to its target audience.
These are: -
Development of a creative startegy is a seven step procedure: -
a) Identification of the problem.
b) Defining the advertising objectives.
c) Identification of target market
d) Identification of primary competitors
e) Identification of major selling area and the key benefits.
f) Creative statement or promise
g) Give reasons for WHY? And other supporting information.
There should be proper flow of information across all channels to avoid any communication gaps leading to implementation failures.
The above diagram depicts a general Marketing Information Flow across the advertising agency. The brand should have a significant brand equity and propose a Unique selling Proposition to its customers. It should position itself in the minds of the customers as something which is unique, beneficial and has the potential to serve their needs.