What is a Creative Advertising Strategy?

Everyone knows what advertising is, a advertising campaign or a commercial message, but not so many can know what is behind all this, such is the case of the creative strategy in advertising, This is only the most successful way to communicate an advertising message to the target audience of the company that makes the campaign commercial.

It is the one that establishes how the message should be given so that it "really" reaches consumers, is heard by them and, in the best of cases, the main objective is achieved, convince you that you need a product and take the necessary actions to find it and buy.

Publicitary estrategy

To contextualize this concept, it is necessary to comment that the creative strategy is part of the

publicitary estrategy, whose structure is made up of the following elements:

• The communication platform, or copy strategy, in charge of determining what the message will be you want to give the target audience, is what you are going to say, basically it is the proposition of a purchase.
• The creative strategy as such, which consists of how the message is going to get through with the most appropriate purchase proposal to capture the attention and interest of potential buyers.
• A media strategy, in this case we talk about the means that will be used to get the message to potential customers.

It is evident that much of the work to develop any type of commercial campaign will require the strong creative participation and activity of an advertising agency, especially in the work of strategic creativity.

This way of communicating the scheme or message reflected in the copy strategy stage, in addition to considering the best way to do getting this message to consumers will be crucial to the success of the campaign, which is why it is necessary that this message be distinguishes itself from any other, so it must be attractive, it must conquer, it must generate impact, be original and, definitely, very persuasive.

That is why it should not be done by a single person, this is teamwork, and it should bring together the participation of a team of professionals, generally members of the Accounts or Contacts department of the advertising agency, as well as staff of the half.

What should be specified in a creative advertising strategy

To meet your goals, a creative advertising strategy It must fundamentally specify two aspects, these are the strategies of:

• Content: that is, the process with which the selected axis for communication is analyzed and determined, as well as the creative structure that will be given to the message or advertising.
• Encoding: At this stage, the message form is created considering the nature of each of the available media, as well as the type of support that is required to carry out an effective dissemination, that is, the sketch that is going to be presented to the client to decide on the Bell.

Development of creative strategy in advertising

For its development it is required:

• Define objectives
• Define target audience
• Analyze the product and its characteristics
• Identify the level of positioning that the brand, service or product has
• Calculate costs
• Design a schedule of activities

This is of vital importance since if these points are not developed, you will not know what to say. to the consumer, efforts to be persuasive will be futile and the message will never achieve its objective.

Elements of creative strategy

These are the things you should have:

• Psychological axis: focused on the characteristics of individuals, it is obtained after analyzing potential consumers with respect to what motivates them or not to make the purchase of a product, this is related to the degree of satisfaction or dissatisfaction that the acquisition or not of a product will produce and with the effect that later arises in it, having listened to the message.
• The advertising promise.
• The profit that will motivate the purchase.
• The artistically created ad as such, i.e. sketches, story boards, sction board, script and the like.

Qualities that a creative strategy must possess

This type of strategy should be:

• clear: and safe, it should not leave doubts in the public regarding the brand or the product being offered.
• Simple: do not cover multiple topics to mean a small message, only a short and clear message is needed.
• Competitive: the message that the consumer must understand is what is the advantage of purchasing a product instead of the rest that is offered in the market, in this case the message must be of the product that wins its preference.

Parts of the creative strategy

• Product definition
• Purpose of the message
• Target audiences
• Positioning
• Basic proposal of the sale
• Branding
• Emphasis, tone, and mode

Creative strategy and its importance

Finally, this stage is essential to know how the message is going to be sent to the public, efficiently and effectively. Also to obtain optimal results in the advertising campaign and meet the business objective, specify the sale of the product.