Advertising: Creating the Message 9.2 Notes Part 1

Creating the Message Steps in creating an advertising message Research the product to determine its unique selling proposition Select an appeal that will communicate the proposition and idea to the target market Create the message around the big idea for the selected media that will deliver it to the target audience

Determining the USP (Big Idea) The Unique Selling Proposition (USP) is the feature or benefit of the product that cannot be duplicated by any other product. This is usually the focus of advertisers as they try to communicate the USP through the ad.

Determining the USP to communicate in an ad A SWOT (Strengths, weaknesses, opportunities, or threats) analysis is done to determine the company’s unique selling proposition Strengths and weaknesses are internal to the product Opportunities and threats are external to the product If we were to advertise Fleetwood Park as a great school for International students what would be our SWOT analysis? See page 349 in textbook for questions to ask in each of the SWOT categories

Assignment due today! Do a SWOT analysis on two products you have either purchased or received as gifts in the past few months. Write 2-3 statements under each of the SWOT categories for your product. Submit your SWOT analysis into my S drive drop box.