Creative strategy

Part 6 : creative strategy 

1. business /advertising objective (problem to solve )

2. Target audience

3. Proposition /promise/ benefit

4. Tone of voice 

A good ad communicates its single minded proposition : clearly ,quickly ,simply and relevantly . a great ad stops you , hooks you , and hauls you when creating an ad , you want to be sure your target group reacts at least 3 of the following ways 

Slip it 

1. Smiles :disarms you 

2. Laugh : really disarms you 

3. Informs: tells you something you didn't know 

4. Provokes :theres a reaction an emotional response 

5. Think : ponder ,question , to simply leave the audience thinking about the ad is a major success

 Calgary farmers market 

1. Objective is to tell you that they can provide fruit all wier long to the consumer 

2. Target audience is 20- 25 25-35 millenials who go to their farmers markets .

3. Their promise is to provide fresh fruit all winter long 

4. Tone of voice is informative .

Tabasco sauce 

1. Objective is to tell their audience that there tabasco sauce is explosive 

2. Target audience is hot sauce and spicy food lovers . millenial age bracket 

3. Promise to bring explosive taste and that there hot sauce is spicy 

4. Tone of voice is dark 

Durex 

1. To show a demographic the cost of raising a child compared to the price of a condom 

2. 25-34 35-45 age bracket demographic of people who might not be ready to start a family yet 

3. Promise is to guarantee protection 

4. Shock 

Ace cleaner 

1. Objective to show their consumers that their product can remove any stain 

2. Target audience are workers because of the shirt .

3. Promise to remove all stains 

4. Tone of voice is comedic.