Persuasion Foundations
AIDA Model
A hierarchy-of-effects model structuring persuasion as Attention, Interest, Desire and Action, traced to Lewis's work from 1898 onward.
Complete guideUnique Selling Proposition (USP)
Reeves's rule that each ad must make one specific, competitive, sales-moving proposition to the buyer.
Complete guideThe Big Idea
Ogilvy's standard: a campaign-organizing creative concept powerful enough to be recognized instantly and run for decades.
Complete guideCialdini's Principles of Influence
Seven evidenced levers of persuasion: reciprocity, commitment, social proof, liking, authority, scarcity, unity.
Complete guideEmotional vs. Rational Appeals
Binet & Field's evidence that emotional campaigns build brands over the long term while rational messages activate short-term response.
Complete guideCreative Strategy & Execution
Creative Brief
The single-page contract between strategy and craft: audience, insight, proposition, support, and desired response.
Complete guideSlice-of-Life Execution
A dramatized everyday scene in which the product resolves a familiar problem, a staple TV-era format.
Complete guideTestimonial & Demonstration Formats
Execution styles that borrow credibility from users and experts, or prove the claim by showing the product perform.
Complete guideStorytelling / Narrative Advertising
Using character, tension, and resolution so the message is processed as story rather than claim.
Complete guideSTEPPS (Contagiousness)
Berger's six drivers of sharing: Social currency, Triggers, Emotion, Public, Practical value, Stories.
Complete guideCampaign Architecture
Integrated Marketing Communications (IMC)
Schultz's discipline of orchestrating all message channels as one system around the customer rather than as separate silos.
Complete guideCampaign Architecture
Structuring a lead idea into coordinated phases, channels, and assets with defined roles for each touchpoint.
Complete guideShare of Voice & ESOV
A brand's share of category advertising; sustained 'excess' share of voice above market share predicts share growth.
Complete guideMedia Planning & Buying
Media Planning
Selecting channels, timing, and weights to reach defined audiences efficiently against campaign objectives.
Complete guideReach, Frequency & GRPs
The core currency of media math: how many people, how many times, summarized as gross rating points (reach × frequency).
Complete guideRecency & Continuity Planning
Scheduling philosophies weighing continuous presence near purchase moments against concentrated bursts.
Complete guideMedia Buying
Negotiating and executing the purchase of inventory (direct, network, or auction-based) at target cost and quality.
Complete guide