Creative Strategy is a vague idea of what message is to be conveyed, to whom, and in what tone. It is this strategy that provides the path for copywriters and art directors to develop the final advertisement.
A creative strategy statement is usually one or two sentences. It sets out the purpose of your advertising campaign. The written statement of creative strategy is sometimes called a “copy platform“.
- Target Market and Target Audience – Difference
- What is a perceived value of a brand
- Difference between Reach and Impressions