Key points are not available for this paper at this time.
Abstract Abstract This paper suggests that the literature of advertising management and decision making has given little attention to the selection of creative strategy, and that the identification of specific strategic alternatives would make both the choices available and their implications clearer for planning purposes. The paper outlines seven distinct strategic options defining the characteristics of each. Competitive implications of the strategic alternatives and the conditions of usage are discussed.
Charles F. Frazer (Thu,) studied this question.