Creative Strategy This is the "how" the message should be communicated. How will it be appealing to its target market? It is a statement of character, personality, and desired image for the product. The creative team decides on the central theme or the one big idea that will bond all commercials and ads together into a cohesive campaign. They must also consider tone and style. Will the ads be informative, persuasive, or entertaining in nature? What is the appropriate appeal technique (e.g., positive, negative humorous, etc.) to capture the audience's attention? Explain the campaign's central theme, tone, and style. What appeal will you use? Positive or negative appeals, factual appeals, comparative appeals, and the use of humour, emotion, sexual, or lifestyle appeals? Explain why you chose this appeal?