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

2. 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.

3. Message Successes and Mistakes

4. 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

5. Styles of Creative Messages

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

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

8. 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.

9. 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.

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