MKTG204 Lecture Notes - Lecture 7: Habituation, Elaboration Likelihood Model

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A creative idea is a unique and compelling way of amplifying the branded message that can help fulfil the firm"s business objectives. The creative execution is the ad itself or the craft needed to turn the creative idea into a reality- to bring it to fruition. Since a creative idea can be executed in many ways, we opt for the most effective way to enhance the creative idea. If the creative execution enhances the creative idea, which is in turn guided by the creative strategy, the execution will be on message. A good creative idea also have longevity- ideally, many variations of the same theme will flow from it. This prevents "wear out" through repetition (i. e. habituation) Repetition may be repetition may be required for some situations (e. g. new brands) Therefore, if our purpose is to build a brand, it is better to:

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