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CREATIVE STRATEGY
Creative Challenge
• Develop an effective way of
communicating the message to customers
• Consider the research you have and
communication objectives
• Find a fresh and unique approach to solve
communication problems
Models of the Creative Process
Young Model Wallas Model
Immersion Preparation
Digestion
Incubation Incubation
Illumination Illumination
Verification Verification
Creative Strategy
• Copy Platform – guides development of ad
message
– States major selling idea or key benefits to
communicate
– Central theme, idea, position, or image for
ads in the campaign
– Based on advertising and communication
objectives
Big Idea or Major Selling Idea
• Unique Selling Proposition
• Creating a Brand Image
• Finding the Inherent Drama
• Establishing a Position for the Product in
the Consumers’ Mind
Unique Selling Proposition
• The Promise you will make that the
competition can not or does not offer
• Must be important to the target audience
and reflect the key benefit of the product
