Incorporating Advertising Creative Strategy Into Computer-Based Business Simulations

Resumen

The effects of advertising creative strategy decisions are very difficult to capture in a quantifiable, and hence, programmable model. This paper draws on the recent research in advertising grid planning models to classify advertising situations and the application functional attitude theory to develop creative strategies. The model establishes a set of theoretically ideal strategies for each type of advertising situation. The creative strategy is then evaluated in terms of the Euclidean distance between the actual and the ideal.