Chapter 13, Problem 11QA

Summary Introduction

To determine: The steps in developing an advertising campaign and the definitions of creative brief, appeal, execution format, tonality, and creative tactics.

Introduction: An advertising campaign is used to promote a particular product/service or any other kind of company’s initiatives at the right place and time and in front of the right kind of target market.

Creative briefis a kind of document which the company’s creative professionals use to design and develop creative deliverables such as advertisements, websites, visual designs, etc.

Advertising Appealsis a kind of strategy used in communicating with the customers by companies to grab their attention and persuade them to make buying decision.

Execution Format is the way in which a message is communicated to the people through the ad campaigns.

Tonality is the message an advertisement gives to the customers, the feelings it provokes in the customers, and the perception it creates of the brand in the minds of customers.

Creative Tactics is the creative strategy which helps the company to plan out what kind of message can be conveyed to the customers about the products or services.