ABSTRACT
This chapter examines the importance of advertising creativity and the various steps in the creative process. It discusses various appeals and execution styles that can be used to develop the ad and tactical issues involved in the design and production of effective advertising messages. The chapter looks at how advertisements work and analyzes the advertising elements that attract consumer's attention. Advertising creativity includes the conceptualization and production of an object from new or existing elements in a novel way that is also relevant to the task in hand. One of the most important components of an integrated marketing communications program is the advertising message. Creative advertisement is a bridge between the brand, target audience, and selling ideas. In today's jumbled promoting environment, business advertisers are continually scanning for approaches to draw in buyers' consideration. Advertisers use fear appeals to promote an immediate behavior change, for example, eating healthier or not smoking.
