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Ad Campaign e Below the line

Analysis and identification: target and “unique selling proposition”

ComPart Multimedia creates publicity and creative campaigns for companies that want to promote their products, services or brands. Every Ad Campaign follows a series of strategic steps developed in synergy with the client.

Creativity must be at the service of an accurate marketing analysis. Each campaign is studied and formulated according to a careful preliminary analysis that brings out the principal elements that can influence campaign efficiency:

  • Target analysis
  • Competitor analysis
  • Identification of the unique selling proposition

The Unique selling proposition or selling point in any ad campaign consists of identifying the fundamental element of consumer benefit, such that the competition can’t offer the same thing (competitive advantage), the strength of which is enough to push through a sale.

Definition of Copy Strategy

Copy strategy is defined as strategic choices in a campaign and consists of five points:

  • Consumer benefit: the advantage the product promises the consumer;
  • Reason why: the rational argument an ad offers to make the products’ promised advantages credible;
  • Supporting evidence: rhetorical support that ads credibility to the strategic promise;
  • Tone of voice: the modes of expression in the presentation of the advantages and relative supporting arguments;
  • Target: the precise demographic definition of the targeted public.

In the current competitive market, the best communication strategies are those that actuate real cross-media interaction. A press release, a PayPerClick, campaign, sales promotion or guerrilla marketing must be integrated and coordinated into a single marketing strategy.

The advantage of an All Media Agency like ComPart Multimedia is the ability to offer across-the-board strategic consulting to a company, in all existing media, integrating it with the company business plan.

PayPerClick example: click to play

Below the line: brochures, foldable leaflets, flyers

ComPart Multimedia offers below the line services to support communication campaigns, including the creation of brochures, foldable leaflets, and other materials for point of sale.

Thanks to its consolidated experience in the visual communication sector, the company is able to create highly personalized and high-quality materials that best enhance the brand and attract the attention of the target audience. In particular, brochures, foldable leaflets, and flyers are effective tools to present products or services in a detailed yet concise and appealing manner, contributing to generating interest and engagement from potential customers.

Glossary:

The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands.

In Reality in Advertising its inventor Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:

  1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
  2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique-either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
  3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

The Copy Strategy is a structured advertising framework developed in the 1960s by leading American companies and advertising agencies. It outlines the strategic choices for an advertising campaign across five core elements:

  • Consumer’s benefit: The primary advantage the product offers to the consumer;
  • Reason why: The rational argument provided to substantiate the promised benefits;
  • Supporting evidence: Rhetorical or factual support that reinforces the credibility of the strategic promise;
  • Tone of voice: The expressive style used to present the benefits and arguments;
  • Target: A precise definition of the audience the campaign aims to reach.

This model was designed to ensure consistent and cohesive advertising campaigns, serving as a foundational guide not only for copywriting but for the overall development of an advertisement.