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Unformatted text preview: Great Example of using Relevance • Humor can add relevance o “It was the only thing to do after the mule died” Volkswagen, relates to famous painting. Principle # 6: Find a Unique Selling Proposition (USP) • USP- best if you can express USP in campaign tagline. Rules of USP 1. Must make a definite proposition 2. It must be unique 3. The proposition must sell USP almost never wears out • Repetition, repetition, repetition Repetition, repetition, repetition, Repetition, repetition, repetition Great Ex. of USP. • Southwest Airlines o Bags fly free Principle # 7: Consistency • Bernbach’s campaign was one of the longest running campaigns in advertising history. • Motel 6 o “We’ll leave the light on for you.” Bernbach’s 7 Principles...
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- Spring '07
- Advertising, English-language films, Charles R. Schwab, Repetition Repetition, William Bernbach