MKT 405 notes 6

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

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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 Don’t spend a lot of time choosing between brands, instead rely on 
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/04/2007 for the course MKT 405 taught by Professor Wilbur during the Fall '07 term at USC.

Page1 / 5

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

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online