BUS 448 Chapter Notes -Root Mean Square, Projective Test, Unique Selling Proposition

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Advertising message (marketer s perspective) way to tell a consumers how the product can solve a problem or help satisfy desires or achieve goals. Create images or associations and establish a brand position as well as transform the experience of buying and/or using a product. Everyone involved in the promotional process should understand the strategic decisions that underlie the development of advertising campaigns and messages, as well as the creative options available to the advertiser. Creative strategy determines what the advertising message will communicate. Creative tactics how the message will be executed. Good advertising creativity can often be central to determining the success of a product as it clearly contributes to a strong brand position with its intended target audience. Creativity probably one of the most commonly used terms in advertising. Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as effective solutions to communications problems.

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