The Creative Strategy

A strategy identifies a methodology or a way market / sell the product. It is always result oriented. The creative strategy, in general, has the following aspects:

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a) Objectives The objectives are combined those of advtg., mktg., and overall communications. These objectives may be of building the corporate image, selling a large quantity of merchandise in limited time, selling it directly to the consumer through advt. or changing a consumers attitude towards a given brand.

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b) Product Knowledge This information obtained by not only studying the technical aspects of a product or service but also by studying the results of using the product. Product characteristics must be viewed from the point of consumer wants and needs.

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c) The Target Audience Since it is ultimately the consumer who decides whether a product succeeds or fails, it is necessary to develop a profile of the potential consumer. The target audience must be segmented from the rest, since trying to reach everyone would be a waste of time and effort.

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Demographic Analysis By identifying and segmenting the target audience according to age, sex, income, marital status, family status, educational level, rural / urban residence, occupation etc.

The Nine-Point Creative Strategy

1. What are we really selling They type of message would reflect the type of product or service that we are promoting. 2. Who is Our Prospect We must understand the demographic and the psychographic structure of our intended audience.

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3. What is Our Prospects Problem The product must solve a need that exists or is created. 4. Is Our Sale Generic or Competitive The format would depend upon whether we are introducing a totally new product or we want to expand the uses of the existing product.

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5. What is Our Most Important Benefit The most important benefit, if possible should be people oriented rather than product oriented. It should play on the theme of love, emotion and family. 6. Which Product Features Offers this Benefit It is important to stress that particular feature of the product, that offers the identified benefit.

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7. What is Our Personality It is necessary to project our image to the right group of people who can relate with us. The message must conform with the image that the company has built for itself or is planning to build.

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8. What else can Truly Help make the Sale It is very important not to say too much about a product. Excessive information only creates confusion and unless there is a secondary point that is sufficiently powerful, it is better not to expand the theme.

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9. What Do We Want Our Prospect To Do The ultimate goal of any creative format is to influence and predict consumer behaviour and the message format would be directed towards the goal.