ADV 3001 Chapter Notes - Chapter 5: Reward System
19 Feb 2019
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Document Summary
Proposition: whats the hook that will attract the target market, the most important thing your advertising should convey, contain something of value to the people you are talking to. The role of the proposition: express in one sentence the essence of what the product or service o ers, inspire the creative team, proposition as campaign line. The proposition acts as a stimulus: if successful, strikes a chord, relates to a need or desire, perhaps functional, perhaps emotional, perhaps both, draws you in, how the stimulus/response works. Medium: stimulus, response, novelty and response. Novelty provides the greatest stimulus to the human reward system. Unearthing the proposition: put yourself in the consumer"s position. What do they care about: involves looking ahead, look for clues in the support , look for clues in the consumer response , proposing the unbelievable. Unbelievable value: proposing deeply held beliefs. Successful global brands propositions originate from beliefs of founder.
