3-30 - USP in the tagline o 1. EnterpriseWell pick you up o...

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March 30, 2011 Charles Schwab Principle #4: Believability GameStop o Christmas—“now it’s your chance to be cool again” Principles are not enough! You need great creativity! -Another thing Bernbach says Bernbach Ad creativity is a function of: o One’s own talent o Work environment Lemon. o Volkswagen ad o “State of disappointment with a car” Principle #5: Relevance: Always look for ways to add relevance to your message “GM, Ford, Chrysler Hike Prices—little one stays down $2165” o Volkswagen Idea spotting example: o “Water Bug” ad after seeing a Volkswagen driving through water in the newspaper Nike o Basketball—Lebron Rise o “Should I be who you want me to be?” Humor can add relevance to your message o American Gothic reference—“It was the only thing to do after the mule died” Volkswagen “No point in showing the ’62 Volkswagen, it still looks the same” Principle #6: Find a Unique Selling Proposition It’s best if you can express the USP in the campaign tagline
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Unformatted text preview: USP in the tagline o 1. EnterpriseWell pick you up o 2. Olive Garden When youre here youre family o 3. Nationwide $100 off your deductible for every year of no accidents o 4. USPS If it fits it ships o 5. Wal-Mart Save money. Live better o 6. IBM Lets build a smarter planet o 7. Home Depot More saving. More doing Rules of USP o 1. Must make a definite proposition Ex: $100 off every year for no accidents o 2. It must be unique. o 3. The proposition must sell. Must be a characteristic that is important in the category (convenience, taste, price, etc.) USP almost never wears out o Repetition!!! Ex: It melts in your mouth, not in your hand Principle #7: Consistency Theres a desire to change early from the advertisers POV Motel 6 Bernbachs Principles: Think different, simplicity, specificity, Dont lose childhood enthusiasm....
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3-30 - USP in the tagline o 1. EnterpriseWell pick you up o...

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