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Title:

CDVP

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Decipher benefits of the product and relationship with the client. Don't ... Zephyr. Definitional Tools. Generalities. Pills. Multi-vitamin Soft-chews. Capsules ... – PowerPoint PPT presentation

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Title: CDVP


1
CDVP
  • Creation
  • In advertising, creativity means
  • Logical
  • Sensical
  • Appeal to many
  • Relate to product
  • Research product
  • Plus, find a new, interesting approach.
  • USEFUL INNOVATION?
  • Example 1
  • Example 2
  • Example 3

2
CDVP
  • Meaningful Relationship
  • Central copy point
  • The entire fabric from which message is woven
  • Includes a benefit for audience
  • Brainstorming
  • Freewriting

3
Definition
  • Five Definitional Tools
  • Negation
  • Context
  • Correlation
  • Derivation
  • Exemplication
  • Avoid
  • Abstraction
  • Analogies
  • Generalities
  • Technicalities
  • Multiplicates

4
Definitional Tools
  • Decipher benefits of the product and relationship
    with the client
  • Dont be vague
  • Dont misrepresent
  • Define terms inherent in your subject matter.

5
5 definitional tools
  • Negation
  • Set something apart by stating what it is NOT
  • Not your fathers Oldsmobile
  • Fresca when you want refreshment not calories
  • Reevaluate a product to see it in the proper
    light
  • Clear up misconceptions
  • Remember audience cant see a NOT, so negation
    should use imagery.
  • Example Example

6
Definitional Tools
  • Context
  • Words and phrases surrounding your term
  • We pasteurize to purify
  • In TV it can be visual too.

7
Definitional Tools
  • Correlation
  • Compare term to more common, familiar terms
  • Peak Anti-Freeze is chicken soup for your car
  • EDS commercial

8
Definitional Tools
  • Derivation
  • The semantic definitional heritage
  • Geographic heritage
  • Named for the inventor who made rubber tough
  • Fosters. Its Australian for beer.

9
Definitional Tools
  • Exemplification
  • Cite examples to which it applies
  • Enumerate the essential elements
  • State Auto Get legal. We offer the state
    minimum for less.
  • Excedrine is best for relief of mild headache
    pain.

10
Definitional Tools
  • AVOID
  • Abstractions
  • Great
  • Fun
  • Good
  • Analogies
  • Kurl Up and Dye
  • Gremlin
  • Incubus
  • Zephyr

11
Definitional Tools
  • Generalities
  • Pills
  • Multi-vitamin Soft-chews
  • Capsules

12
Definitional Hazards
  • Technicalities
  • Mutiplicates
  • Terms with more than one meaning
  • Pipe
  • Bass
  • organ

13
(No Transcript)
14
Validation
  • Know the product
  • Know the market
  • Talk to the market
  • Promise backed by evidence
  • Straight to the point
  • Make every word count
  • Believe in what you are selling

15
Example
  • Tsunami Relief

16
Prohibition
  • Communication Act of 1934
  • Federal Trade Commission
  • Sponsor Identification
  • Plugola and Payola
  • Station Conducted Contests
  • Political Sponsorship
  • Truth and Lending

17
Prohibitions
  • State Law
  • Tobacco
  • Alcohol
  • Casino Gambling
  • Lotteries
  • Underwriting

18
Legal Prohibitions and Regulatory Issues
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