Alternative Creative Strategies
resonance creative strategy
(symbolic or experiential-oriented) engaging the audience with a message that reflects their values and interests and reinforces their desire to do business with the company
brand image strategy
a symbolic or experiential orientation that involves psychological rather than physical differentiation
preemptive strategy
advertiser makes a generic type claim but with an assertion of superiority
unique selling proposition
advertiser makes a superiority claim based on a unique product attribute
alternative creative strategies
generic, preemptive, unique selling proposition, brand image, resonance creative, emotional/affective creative strategy
generic strategy
straightforward product claim with no assertion or brand superiority
emotional/affective creative strategy
uses emotion