This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
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 Bernbachs campaign was one of the longest running campaigns in advertising history. Motel 6 o Well leave the light on for you. Bernbachs 7 Principles...
View Full Document
This note was uploaded on 04/30/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.
- Spring '07