Abstract
Formulation of an appropriate advertising creative strategy is crucial for any successful advertising campaign (Ramaprasad and Hasegawa, 1992) to the extent that some researchers have called it ‘perhaps’ the most important marketing decision for many consumer goods marketers (Frazer, 1983) and one of the most important decisions for advertising creatives (Belch and Belch, 1990, p. 458; Clow et al., 2002). Frazer (1983) defines creative strategy as ‘a policy or guiding principle which specifies the general nature and character of messages to be designed’ (p.36). Some authors distinguish between creative (or message) ‘strategy’ (what the message will communicate) and creative ‘tactics’ (how the message strategy will be executed), (e.g., Frazer, 1983; Ramaprasad and Hasegawa, 1992; Taylor, 1999; Belch and Belch, 2007).
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Wang, L., Praet, C. (2016). Message Strategy Typologies: A Review, Integration, and Empirical Validation in China. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_16
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