Advertising employs a variety of techniques:celebrities and spokes persons,fantasy characters,children and puppies,music,drama,significant imagery,and creative media buying.Advertising is a complex voice of marketing.There are three broad dimensions that characterize great advertisements.Strategy Creativity Execution Every great advertisement is strategically sound.In other words,it is carefully directed to a certain audience,it is driven by specific objects,its message is crafted to speak to that audience's most important concerns,and it is run in media that will most effectively reach that audience.The measure of an advertisement's success is how well it achieves its goals,whether they are increased sales,memorability,attitude change or brand awareness.The creative concept is a central idea that gets the attention and prevails in the consumer's mindset.A concern of creative thinking drives the entire field of advertising.Planning the strategy calls for creative problem solving,research efforts are creative; the buying and placing of the advertisements in the media (newspapers / television) are creative.Good advertisers know that how a message is conveyed is just as important as what is being said in the advertisement.What is said comes from the strategy; whereas how the message is conveyed is a product of creativity and execution.Thus,great advertisements are those that are Strategically sound Have an original creative concept Use exactly the right execution for the message
