Answer to Question 1
e
Answer to Question 2
The six alternative creative strategies are:
1 . Unique Selling Proposition (USP). With this approach the advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.
2 . Brand image. This style involves psychosocial, rather than physical differentiation. Advertising attempts to develop an image or identity for a brand by associating the brand with symbols, drawing meaning for the brand from the culturally constituted world. Developing an image through advertising amounts to giving a brand a distinct identity, or personality. This type of advertising is transformational advertising.
3 . Resonance. An advertisement resonates (patterns) the audience's life experiences.
4 . Emotional. This advertising aims to reach the consumer at a visceral level and runs the gamut of positive and negative emotions.
5 . Generic. The advertiser makes a claim that could be made by any company that markets a brand in that product category but makes no attempt to differentiate its brand from competitive offerings or to claim superiority. This style is most appropriate for a brand that dominates a product category.
6 . Preemptive. This is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority. This is clever style when a meaningful superiority claim is made because it effectively precludes competitors from saying the same thing.
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