Developing the Creative Approach
The impact of a company’s communication campaign depends not only on what it says but also, and often more crucially, on how it says it. Creative execution can be decisive.23
Determining the Message Appeal
The effectiveness of a communication depends on how well its message is expressed in addition to its content. If a communication is ineffective, it may mean the wrong message was used or the right one was poorly expressed. Marketers use different creative strategies to translate their messages into a specific communication. We can broadly classify them as either informational or transformational appeals.24
Informational Appeals
An informational appeal elaborates on product or service attributes or benefits. ...
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