Gana'nın televizyon reklamlarında yaratıcı reklam stratejisinin (CAS) içerik analizi

Designing a successful, effective, and creative advertisement can be viewed as strong tool for organizations and brands to advance their products and services (Pan, Kuo, Pan, & Tu, 2013). The content of advertising and how it is presented is important as Kotler and Armstrong, 2009 indicated, there exist two essentials (message strategy and execution style) in creating advertising message no matter the budget of the company (Margarita, 2022). Creative advertising strategy comprised of "what is said" (message strategy), "how it is said" (execution strategy) and appeals strategy. These are important to every advertiser including advertisers in Ghana. In as much as message (what is said) and execution (how it is said) in advertising are important, Ghana as a country has undergone so many changes with a distinct cultural system. The consumption culture of the average Ghanaian is constantly on a rise and most at times, ads become the source to get connected with the needed product. It has therefore become necessary to access how creative advertising strategies are used by advertisers in Ghana hence this study examines the creative advertising strategy of Ghana's TV commercials (2020-2021) Using Modified strategy by Wang and Praet, (2016). The Objective of study is to explore the various creative advertising strategies used in Ghana's advertisement, its variation according to product category including the most widely used message strategy. The finding indicated that, out of the 220 commercials used in this research, Affective message strategy (n=122, 55%) is the dominant message strategy used in Ghana' TV. The most advertised product category on Ghana's TV commercials (2020-2021) is food category and it is noticed that there is a significant relationship between message strategy and product category as well as brand type. Key Words: Creative advertising strategy (CAS), Advertisement/commercials, Television (TV), Message strategy (MS), Appeal Strategy (AS)