Balances informational (product benefits) & emotional (brand associations): "Kills all known germs. Dead." raises seriousness & exploits perceived risk
Creative process asks:
- what's advertising's role in this campaign
- what expected to achieve
- who's target audience
- what single most important thing to convey
- why do people want to buy it
- what's the proposition
1) Advertising route
- develops brand-related associations (tangible & intangible)
- messages can be emotional & rational
2) Naming route
- brand name linked to functionality
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