Answered Essay: Strategy. Traditionally, strategy might be seen as a more "left brain" or logical and analytic,

Strategy. Traditionally, strategy might be seen as a more “left brain” or logical and analytic, whereas creativity is often associated with being a “right brain” cognitive function. Is this a fair and justified distinction? Is it really that simple? How do we, as advertisers, marry the two to achieve our objectives? Be sure to support your position with examples.

Expert Answer

Advertisers indeed need to combine analytics with creativity. Basically the concept of advertising is to identify what customers are looking for and marker their products in a way that catch the eyes of the customers. But at the first instance, advertisers need to know what customers are looking for. So they need to analyse the data, where the analytics part, the left brain comes into picture. For example, these days, advertisers use analytics tool, to analyse what customers are looking for in social media or analyse the data from their shopping pattern or from their own database.they analyse the data and find patterns of what customers are looking for, their preferences, methods, and their behavior towards the products/service or the market itself. Now, once they identify a pattern and their needs, they use their creativity to promote their offerings in a creative way that attract their target base.Like once they identify their patterns, they use their right part of brain, to creatively design campaigns, promotional materials to target their potential target bases. To give an example, the advertisers of a perfume brand, used various analytics tool to find that the most common issues among public transport is Bad sweat smell and launched a creative campaign where people were dressed as dead fish/frogs and were placed inside buses and transport system and advertised their products to remove that problem.

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