Creative Strategy
Why are we advertising?
Who are we talking to Markets & Publics?
What do they currently think about our product/service?
What would we like them to think?
What is the single most persuasive idea we can convey?
Why should they believe it?
Are there any creative guidelines?
What Media best communicates with our potential Markets?
Creative Brief
Why are we advertising?
Who are we talking to?
What do they currently think about our product/service?
Lufkin is just as good, but no better than any other tape measurer.
What would we like them to think?
Every job begins with a measurement. To do the job right, you need a Lufkin.
What is the single most persuasive idea we can convey?
If you are committed to accuracy, You’ll use a Lufkin.
If you are concerned about accuracy, You’ll use a Lufkin.
Accuracy starts with Lufkin.
Why should they believe it?
Everything that is built, must be measured. If one thing is wrong, it’s all wrong. Therefore, pros use Lufkin to make it right. A hack may be interested in speed and in just getting the job done, but a pro strives for perfection. (He may never get there because “wood is not forgiving”). He may settle for excellence, but he’ll strive for perfection. As one tradesman said, “if it matters to you, that is where perfection comes in.”
Are there any creative guidelines?