Write a creative strategy statement which identifies the principal benefit, the reason why, the tone of the ad and the character of the product. This should be succinct and to the point (e.g., a couple of sentences or a paragraph).
We discussed Fraser’s Creative Strategy Typology (Fraser, 1983) in class. The article is available on Blackboard in Weeks 8-9 folder. The article offers various creative strategies, competitive implications of the strategic alternatives (i.e., typology) and the conditions of usage. Looking at Fraser’s Creative Strategy Topology, what kind of creative strategy does this advertising campaign use? Briefly explain why (e.g., a couple of sentences). Note that you don’t need to describe all typologies. Just write what it is and why.
Do you think the typology is useful for advertising managers? Provide your thoughts in a paragraph or two.