ABSTRACT
In this chapter, the authors explore a number of creative tactics that may be used in marketing communication in order to facilitate message processing. The tactics are based on work by psychologists in psycholinguistics and visual imaging that has revealed ways in which the written word and pictures should be used in communication to increase the likelihood of it being positively processed. Specific tactics to help attract and hold attention include using unexpected elements in print and visual, colour rather than black-and-white illustrations, larger pictures where possible, attention to placement in media and format. Executions must also hold attention so the message can be processed. The authors discuss some of the creative tactics that can help attract and hold attention. Picture size is especially important for low-involvement transformational advertising where traditionally the picture is the most important element of the execution.
