Application of the Theory of Decision-Making to Decisions about Creative Advertising Strategy

Abstract

The article analyzes theoretical aspects of making decisions concerning creative advertising strategy. Problems related to making decisions about creative advertising strategy are relevant to both advertising agencies and advertisers, who increasingly focus on creation of advertising, which is considered to be the main means for gaining distinctiveness in the market oversaturated by advertising. In the article a creative advertising strategy is defined as the part of the general advertising strategy formed in cooperation between the advertiser and the advertising agency, a complex of interrelated organizational and creative decisions aimed at presenting product or service, conveying brand position, and influencing consumer and distinguished by the catalyst effect. The Theory of Decision-Making is applied to this new and understudied subject – creative advertising strategy (hereinafter – CAS). The purpose of the present article is to assess applicability of the Theory of Decision Making to making decisions about creative advertising strategy and to identify opportunities for increasing the efficiency of this process. The article details peculiarities of making decision about creative advertising strategy arising both from the complex and dynamic object of study and from participants in the decision making process. CAS decisions are categorized as belonging to the administrative model: they are characterized by relatively high uncertainty. There is another aspect, according to which management decisions may be classified – a number of participants in the process of decision-making. In terms of the number of participants, CAS decision belongs to the collective decision type. The participants include an advertising agency and advertiser, representing two independent organizations with different interests. CAS decision making process is analyzed by identifying the main stages of the process, and clearing the content of each of these stages. Proposals for structuring the process and recommendations concerning application of decision-making methods are provided. The article reveals a new and understudied aspect about CAS.