Theoretical and Practical Perspectives
Chapter Six: Creative Strategy and Execution
C H A P T E R S I X Creative Strategy and Execution Charles Frazer offers a generally accepted deﬁnition of creative strategy: “a policy or guiding principle which speciﬁes the general nature and character of messages to be designed. Strategy states the means selected to achieve the desired audience effect over the term of the campaign” (Frazer 1983, 36). one of the most important strategic considerations is whether to globalize advertising worldwide or to adapt it to the speciﬁc needs of each market. Scholars and practitioners alike are divided with regard to the beneﬁts and disadvantages associated with each strategic approach. It should be reiterated, too, that this debate carries a variety of labels. globalized campaigns have also been referred to as standardized and universal in the literature; localized campaigns have been called specialized, adapted, and even customized. In this chapter we will use the terms interchangeably in examining globalization versus localization as it relates to creativity in advertising. We will also touch on the creative development and production of advertisements, examining the use of advertising appeals and both verbal and nonverbal aspects of commercial messages. strateGic DecisioNs Globalization of Advertising An increasing number of advertising and marketing executives agree that the needs and desires of consumers around the world are growing ever more homogenized. These experts contend that the world is one large market and that regional, national, and even international differences are at best superﬁcial. Therefore, the consumer may well be...
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