PR Play 11-10 from The Public Relations Practitioner’s Playbook for (all) Strategic Communicators
Copy Strategy – Sales logic behind an advertising message.
Creative Platform – A document that outlines the message strategy
decision behind an individual ad, commercial or an entire campaign.
It is based on the creative brief (page 366).
• Product-centered strategies – Ads that focus on the product
itself. Should be based on fact. Often a scientifically conducted
test or other research technique provides support for a claim.
— Claim – A statement about the product’s performance – its features
— Brag and Boast – An advertising strategic message written
from a company’s point of view to extol its virtues and accomplishments.
If a claim is made, it must be supported by fact.
• Prospect-centered strategies – Ads that focus on needs and
wants rather than on what the company can produce.
— Benefits – Statements about what the product can do for the
— Promise – A benefit statement that looks to the future.
— Reason Why – A statement that explains why the feature will
benefit the user.
— Unique Selling Proposition (USP) – A benefit statement
about a feature that is both unique to the product and important to the user