ABSTRACT
In Chapter 7, we looked at how marketing communication is processed and in Chapter 8, the process for message development. Now we look at the creative tactics involved in executing the creative idea and how they are used in order to optimize the likelihood that a message will be processed. First, we discuss some general principles and creative tactics that reflect our understanding of how certain aspects of a message execution can significantly affect how well it will be processed. We address the ways in which the words and pictures used in an execution can maximize attention and learning. Research in psycholinguistics and visual imagery have yielded a great deal of knowledge of how the way in which something is said, or the characteristics and the images used in visual communication, can affect the likelihood someone will pay attention and learn something from the message. We will be reviewing a number of these findings that have a direct bearing on marketing communication.
