Before the production of advertising for a product, it is essential to determine the market factors, product characteristics and objectives which comprise the reason and purpose for the advertising to be produced.
The competitive promise which is the most essential in every advertising strategy must be determined and agreed upon before final production of any advertising execution.
The promise should be the most emphasized, most repeated element in any execution- – -the promise to be instilled in the minds of consumers. The promise must be a brief statement that promises a benefit the targeted consumers are known to want, and it must be using interesting enticing words not commonly heard from competitors.
Strategic basis for the PROMISE:
Problem- Precise understanding of the average consumer’s problems. . . . the identified desires, specific hopes, perceived needs. . . . must be realized in advance of creative planning and copy writing.
People- Explain the human realities and characteristics known, the modes and habits, the living patterns and aspirations seen among the consumer target for the product.. Describe the targeted consumer audience with intimate “real life” observations, not merely the researchers’ demographic classifications.
Product- Define the product to be advertised. Explain what is in it, what each ingredient can do, what the complete formula will do.
Specify every characteristic and action without censoring or judging how the facts are to be used in execution. Every perceivable characteristic should be noted for reference. There are many instances where a perceived product “negative” has become an effective motivating “positive” as a result of imaginative interpretation.
Platform- Define the media in which the advertising will be placed. . . the platform from which the message will be delivered.
Priority-Define the priority of copy points to be included in the advertising. From the consumer research, and from thoughtful considerations of problem, people and product, the creative groups must be given an efficient priority copy points.
An effective execution can be created only with firm, single-minded determination that only the one or two most motivating attributes of the product can be communicated by the advertising.
Proof-Define the specific beneficial action of any specific ingredient, or of the complete formula, that will impress and convince consumers that the product really does what it promises.
Explain any device or demonstration being utilized, giving details of visual and audible effects. Product action is true “reason why” and it is most convincing.
To merely identify an ingredient without stating and showing specific action s not “reason why” because it does not prove the product is effective.
Presentation-Define any known pre-determined executable references that deserves consideration. As copy, storyboards, or layouts are being commenced, it is essential to review and list any previous executions that might be adapted effectively.
