MKT 405 notes 6 - MKT 405 notes Creative strategies and...

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MKT 405 notes  03/10/2007 12:05:00 Creative strategies and tactics notes the campaign theme big idea major selling idea, etc basically a pithy idea that gets peoples attention. It is simple, attractive and  original how do we come up with a campaign theme creativity can flourish in structured environments   unique selling proposition USP o proposition: making a claim about what is unique about your product o unique: benefit or claim o sells: moves the masses Especially appropriate for high quality products Create a brand image Use advertising to develop a personality for your product. Works because It segments the consumer market It transfers image benefits to consumers Pioneered by David Ogilvy Especially relevant in low-differentiation categories like beverages, airlines,  etc o
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