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