Global Institute for Research & Education (GIFRE)
The essence of an integrated marketing communications program is designed messages that effectively reach the target audience. A creative strategy directs all communications. The creative strategy guides and directs the development of current and future sales messages, brochures and advertising. A written creative strategy becomes a potential management tool for directing the activities of advertising agencies. It clearly articulates how the product or service will be presented to customers and positioned versus competitors. The relationship between creativity and advertising is long, rich and textured. Creativity is considered to be an important determinant of advertising effectiveness.