ABSTRACT
Creativity plays a vital role in advertising, as it helps brands to stand out from their competitors and capture the attention of their target audience. Brands first need to decide on creative strategy and execution of campaign. Marketers use advertising appeals as persuasive techniques to influence the target audience’s attitudes and behavior toward a product or service. The advertising appeals are broadly categorized into rational appeal and emotional appeal. Emotional appeal target human emotions such as humor, joy, dear, and nostalgia. Advertising execution refers to the specific methods or techniques used to create and deliver an advertising message to the target audience. A message can be told to audience in many ways such as using straight facts, testimonials, demonstration, animation, dramatization, or comparison. A mix of audio and video elements makes an ad more appealing and memorable.
