Creative Strategy Analysis Worksheet

Assignment 1

Primary Selling Points (Product or service features: built-in characteristics or product or service itself,
including any Unique Selling Proposition (USP));
1.____________________________________________________________________
2.____________________________________________________________________
3.____________________________________________________________________
Primary Benefits (Prospect Points: What buyer gets from using the product or service);
1.____________________________________________________________________
2.____________________________________________________________________
3.____________________________________________________________________
Consumer Profile of Target Prospect:
1. Demographics (Age, sex, education, income, occupation):
__________________________________________________________________
__________________________________________________________________
2. Psychographics (Life-style, attitude, personality traits):
__________________________________________________________________
__________________________________________________________________
Belief Ad Is Trying to Establish:
__________________________________________________________________
__________________________________________________________________
Reasons Why Prospects Should Believe It:
1. _________________________________________________________________
2. _________________________________________________________________
3. _________________________________________________________________
Which of Gunn’s 12 types of ads is this? (If a combination of types, mark all that apply)
1. The demo - “stain remover” ______
2. Show the problem - “I’ve fallen and I can’t get up” ______
3. Symbolize the problem - cold symptoms turn person into ogre ______
4. Symbolize the benefit - laxative and old faithful ______
5. Comparison – Charles Schwab ______
6. Exemplary story - the VW crashing ad _______
7. Benefit causes story - Axe effect ________
8. Testimonial - real people losing weight ________
9. Ongoing characters or celebs - Taco Bell dog, or cavemen ________
10. Associated user imagery - people you want to hang out with, Nike ________
11. Unique personality property - Apple genius commercials, or Dyson for the vacuum _________
12. Parody or borrowed format - GEICO small house or celebrity helper ads ________
13. None of the above____. Why? ___________________________________________________________
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