Creative Strategy - Execution Strategy and Samples

Creative Strategy - Execution Strategy and Samples

Creative Strategy- Execution

The creative strategy requires careful execution In order to ensure its success. The strategy refers to what is said and the execution is how it is said. A specific marketing communication message can be implemented in a number of ways and the can be in line with a lot of marketing communication techniques. The creative execution is an important part of the IMC as it gives leverage to the other phases by reaching out the target audiences in its intended way (Kitchen, 2005). The product has different versions intended for the use of the men and women and the execution will have to be such that it appeals to both without discriminating them and having a focus on only one of them. The benefits of Blackmore's Alive will be communicated through the use of scientific evidence (Ejebro, n.d). In this part the benefits of the product will be communicated. Benefits such as the role B vitamins in the production of cellular energy and the antioxidants are good for the skin. Evidence from a renowned specialist will be given in the messages to highlight these features Testimonials will be given both the men and women regarding the use of the product. The strategy helps in giving the products valuable support from trusted sources. Potential customers facing the problems that these products fulfill will have a higher tendency of using the product. Testimonials from celebrities reinforce the message and create a strong image of reliability (Seitz et.al, 2009). After establishing the reputation of the brand with the evidence, the strategy will come back to the straight sell execution where the information will be presented as it is. The information will relate to the utility and the benefits of using the product. The slice of life execution will also be used where the consumer is shown complaining about not having enough energy for the day, and then how the use of this product enhances them. The utility of the product in boosting the energy and making people do things that they struggled to do in the past will be the central theme of the campaign. The demonstration execution strategy will show the benefits of the product in actual and how each ingredient benefits the consumer. The use of stimuli such as fruits and vegetable emphasize more on the health aspect of the product. Such items already have a positive impact on the mind of the product and the communication message leverages those associations.

The medium of print will be used and advertisements placed in the magazines and across billboards. The ads will feature people from the age groups of 25-44 female and males and to increase the association of the product with the brand. The campaigns will reflect the well being of people and the need for adopting a healthy lifestyle and how Alive fits into this scenario. The logo of alive will be prominent in all of ...