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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Summary
The creative development and execution
of the advertising message
are a crucial part of a firm’s
integrated marketing communications
program and are often the
key to the success of a marketing
campaign. Marketers generally
turn to ad agencies to develop,
prepare, and implement their creative
strategy since these
agencies are specialists in the creative
function of advertising. The
creative specialist or team is
responsible for developing an
effective way to communicate the
marketer’s message to the
customer. Other individuals on
both the client and the agency
sides work with the creative
specialists to develop the creative
Key Terms
creative strategy, 237
creative tactics, 237
advertising creativity,
241
account planning, 246
general preplanning
input, 247
8. Creative Strategy:
Planning and Development
strategy, implement it, and evaluate
its effectiveness.
The challenge facing the
writers, artists, and others who
develop ads is to be creative and
come up with fresh, unique, and
appropriate ideas that can be used
as solutions to communications
problems. Creativity in advertising
is a process of several stages,
including preparation, incubation,
illumination, verification, and revision.
Various sources of
information are available to help
the creative specialists determine
the best campaign theme, appeal,
or execution style.
Creative strategy development
is guided by specific goals and
objectives and is based on a num-
product/service-specific
preplanning input,
248
problem detection, 248
focus groups, 250
ethnographic research,
250
Discussion Questions
1. The opening vignette discusses
Nike’s strategic initiative to
improve the way the company does
business with women which
includes finding new ways to reach
and communicate with them. Evaluate
the efforts of Nike to reach
women from an integrated marketing
communications perspective.
Do you feel Nike will be successful
in its efforts to communicate with
women?
2. Explain what is meant by
creative strategy and creative tactics
in advertising. Find an
example of an advertising
campaign and evaluate the
creative strategy and tactics used
in the ads.
storyboard, 251
animatic, 251
advertising campaign,
251
campaign theme, 251
copy platform, 254
3. Figure 8-1 lists the various advertising
campaign themes used by
Burger King over the past 15 years.
Why do you think the company has
had such a difficult time finding
an effective advertising theme and
changed campaigns and agencies
so many times? Find an example of
a current Burger King ad and evaluate
the advertising theme being
used.
4. What is your opinion of advertising
awards, such as the Cannes
Lions, that are based solely on creativity?
If you were a marketer,
would you take these creative
awards into consideration in your
agency evaluation process? Why or
why not?
© The McGraw−Hill
Companies, 2003
ber of factors, including the target
audience, the basic problem the
advertising must address, the
objectives the message seeks to
accomplish, and the major selling
idea or key benefit the advertiser
wants to communicate. These factors
are generally stated in a copy
platform, which is a work plan used
to guide development of the ad
campaign. An important part of
creative strategy is determining
the major selling idea that will
become the central theme of the
campaign. There are several
approaches to doing this,
including using a unique selling
proposition, creating a brand
image, looking for inherent drama
in the brand, and positioning.
major selling idea, 255
unique selling
proposition (USP),
256
image advertising, 257
inherent drama, 258
5. Find an example of an advertising
campaign for a company or
brand that you feel is very good
and evaluate it using the universal
advertising standards of the
D’Arcy Benton & Bowles agency
that are shown in Figure 8-2.
Discuss how the advertising
reflects these standards.
6. IMC Perspective 8-2 discusses
the debate over creative versus
hard-sell advertising. Discuss the
arguments for and against each
perspective. Which do you
support? Who should be responsible
for judging the creativity of
an ad—clients or agency creative
personnel?
261