Working with
the client
Trying the
product
Asking
Questions
Reading and
analysis
CREATIVE
PROCESS
Listening
to others
Product
research
Creative Brief
Creative Objectives
Creative Strategy
Client Evaluation
Creative Execution
1. The problem (that the product, service,
or behavior will resolve)
2. Market Background Information
3. Target Market Description
4. Communications Objectives
5. Positioning Statement
6. Creative Strategy
 KEY MESSAGE:
 Pyramid is tasty, contemporary, urban, hip and on top of it.
 TARGET AUDIENCE
 Men, 18-45. Guys with a few more bucks, who appreciate nicer beer.
 COMMUNICATION OBJECTIVES/GOALS
 KNOW: The brand
 BELIEVE: It tastes better and is “cooler”
 DO: Purchase Pyramid
 BENEFITS:
 Better taste
 Look cooler
 CREATIVE STRATEGY
 Fun, social, slightly irreverent although serious about the beer,
 self-deprecating, accessible
 POSITIONING STATEMENT
 You should drink Pyramid, because they're the beers that are poured
whenever smart, hip, discriminating people get together for a good time.
© 2005 McGraw-Hill Ryerson Limited
http://www.youtube.com/watch?v=_pOQVcTswAE
© 2005 McGraw-Hill Ryerson Limited
The central message that will be
communicated
in all of the various IMC activities
Miller
Lite
“ At a place
called Miller
time”
BMW
“ The Ultimate
Driving
Machine”
Chevy
Trucks
“Like a Rock”
Positioning the
Brand
Use a Unique
Selling Position
Seeking the
Major Idea
Find the Inherent
Drama
Create the Brand
Image
1. Does the ad position the product simply?
2. …and with unmistakable clarity?
3. Does this ad bolt the brand to a benefit?
4. Does this ad contain a power idea?
5. Does this ad have brand personality?
7/17/2016
9
Unique Selling
Proposition
Benefit
Unique
Potent
Buy this
produce and
you'll benefit
this way or
enjoy this
reward
Must be
unique to this
brand or
claim;
something
rivals can't or
don't offer
The promise
must be
strong or
attractive
enough to
move people
Absolut Ads
Print ads
“Series”
Shape of bottle
Distinctive
Hip
Special knowledge
Collectors and websites!
© 2005 McGraw-Hill Ryerson Limited
“Equinox”
(1995)
© 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited
Beach
Chairs
(1997)
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
8
Cities
Artists
© 2005 McGraw-Hill Ryerson Limited
Media
Media
Vehicle
Outlets such such
Publications
as TV,
asradio,
newspapers,
newspapers,
magazines, direct mail, outdoor, etc.
The specific carrier within a medium
category
Coverage
Number of different audience members
exposed at least once in a given time period
Reach
The potential audience that might receive
the message through the vehicle
Frequency
The number of times the receiver is exposed
to the media vehicle in a specific time period