The Role of Creativity Creative messages share two

The Role of Creativity Creative messages share two characteristics: • Originality • Appropriateness 1

Message Successes and Mistakes • Value Proposition is the essence of a message and the reward to the consumer for investing his or her time attending to a message • The reward could be information about the product or just an enjoyable experience. 2

Message Successes and Mistakes 3

Constructing a Creative Brief Background Their current thoughts/feelings Strategy What do we want them to think/feel Task What do we want them to do Positioning Client’s Objectives Target Proposition Belief in proposition How we speak to them 4

Styles of Creative Messages 5

Unique Selling Proposition Creative Style (USP) Makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit. 6

Brand Image Creative Style • The brand image style involves psychosocial, rather than physical differentiation. 7

Resonance Creative Style • Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience. 8

Generic Creative Style • An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category. • Most appropriate for a brand that dominates a product category. 9

Preemptive Creative Style • An advertiser makes a generic-type claim but does it with an assertion of superiority. 10