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

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.

Message Successes and Mistakes

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 Proposition Client’s Objectives Belief in proposition Target How we speak to them

Styles of Creative Messages

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

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

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.

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.

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