So what is a creative proposition and why is it so important? From a creative point of view it's normally the first and last thing that's read and is the most important sentence in the creative brief. It is the sentence that should be amended again and again until it's clear, coherent and inspiring!
What is SMP in writing?
Whether you're new to advertising, or a veteran, you will hear people talking about the SMP ( Single-Minded Proposition ), or sometimes the USP (Unique Selling Point / Unique Selling Proposition).
What is SMP in marketing?
Significant Market Power (SMP) describes the power that enables a service provider to make decisions and to act independently of its competitors and customers. ... In an effectively competitive market it is the market that determines outcomes, not individual competitors.
What is SMP in communication?
At the heart of a great marketing story is usually a “single-minded proposition ”, or SMP. The SMP sums up the most important thing you can say about the brand or product. It ignites creative briefs and serves as a rally cry for marketing communication.
What is included in a creative brief?
A creative brief is a document used to outline the strategy of a creative project. A creative brief contains project details including the project's purpose, goals, requirements, messaging, demographics, and other key information . ... Although not all creative briefs are created equal, they all share the same basic layout.
What are examples of propositions?
For example, “ Grass is green” , and “2 + 5 = 5” are propositions. The first proposition has the truth value of “true” and the second “false”. But “Close the door”, and “Is it hot outside ?”are not propositions.
Is a single-minded proposition?
The most difficult sentence to write on a creative brief is the Single-Minded Proposition. It has many other names — One Key Thing, Unique Selling Proposition, Single Most Important Thing — but one purpose: To inspire your creative partners to come up with the Big Idea .
Who is a single minded proposition?
So, what is an SMP? Not to be confused with a tagline or strapline, a single-minded proposition is the one compelling reason that a consumer would want to buy your product or use your service . It should be viewed as the most important thing that you can say about your brand.
What makes a good SMP?
Some things are obvious: friendly staff, good uptime , no lag. I'm not talking about those things. I believe that there are attitudes and theories that servers can share that will make them both better, regardless of how different they are. I'm talking about things like people who are generous.
What is a proposition in advertising?
The proposition is an easy-to-understand reason why a customer should buy a product or service from that particular business . A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it's better than similar products on the market.
What does being single minded mean?
: having one driving purpose or resolve : determined, dedicated.
What helps to overcome language barrier?
- Use plain language. ...
- Find a reliable translation service. ...
- Enlist interpreters. ...
- Provide classes for your employees. ...
- Use visual methods of communication. ...
- Use repetition. ...
- Be respectful.
What is an element of media mix?
A media mix is the combination of communication channels your business can use to meet its marketing objectives . Typically, these include newspapers, radio, television, billboards, websites, email, direct mail, the Internet and social media, such as Facebook or Twitter.
What is a creative strategy?
A creative strategy is an intentional and strategic approach a company takes in developing and implementing steps that will ensure and support your long-term business growth . Your creative strategy serves as a call to action for teams and provides the guiding principles for developing the content.
What is a creative brief and why is it important?
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch . It tells the story and explains why it's important to the audience, serving as a guide for the creation of new materials. It seems simple.
Who prepares the creative brief?
A creative brief could be written by the creative director, designer, project manager, strategist, planner, producer or account executive . Whoever has the most client and project knowledge is the best person to write the brief.
