Advertisements can be seen everywhere via TV, billboard, and many other places. According to the textbook, advertising strategy consists of two major elements: creating advertising messages and selecting advertising media (Kotler, page 361). Creating advertising messages includes breaking through the clutter, creating a good message strategy and message execution. To create an effective advertising message, it is important to have the creative concept---the compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable way---as a guide to appeal consumers.
In this example which I found from Youtube, Starbucks used a mix of these concepts plus societal marketing to express their care and support towards the voting, as well as connecting and maintaining public relations, social welfare and social responsibility to the public.
Ai (Beanca) Ho, Section G