the focus is on the product, the atmosphere is not important; just price and promotions are

supports the ad's promise and it makes it more credible

it supports both the promise and the reason why, it makes the product look more trust-worthy to consumers by adding facts external from the product

tries to explain the essence of the brand by creating a memorable sentence

slogan of an advertising campaign; promise that the product does to the consumer

the part of the population you want to sell a product to

the values, the identity, the meaning of the brand, what THE BRAND wants to be

it's a message in the public interest disseminated without charge, with the objective of raising awareness, changing public attitudes and behaviour towards a social issue.

promotional message aimed to create an image enhancing the brand's reputation, building goodwill or advocating an idea of the philosophy of an organization, instead of sales and promotions

A distinctive element of the brand, which belongs

to the emotional sphere, able to make the brand close to people and to give them a competitive advantage.

It's a synthetic reworking of the message. It's the transformation of the rational message of marketing in a living, creative, surprising embryonal idea

campaign with multiple versions (same style, same format, same claim but different subject)

text that accompanies the presentation of your idea to an agency. It's the rationality to understand your creativity.

the first position in the mind of the consumer at all times

it's the image that a brand creates of itself with the campaigns it makes

it's the melody brands put with the logo to make people remember about the brand even better

it's when the company tries to make people aware of an environmental/humanistic topic

it's the reflection of real life that allows us to identify the sensitive nerve of the consumer

it's a research expert based on direct interviews, as well as data, and statistics to get to know the consumer deeply

Deep emotional connections with your target customer. You create real, impactful, value and they pay back with loyalty and love

it's a reveal of only a little part of the whole ad or of the product.

A marketing technique designed to force a brand beyond its comfort zone. It means challenging or even reversing the status-quo of the company.

symbol, word or sentence legally registered to represent a company or a product

the initial rough sketch of an Ad

one strong, exclusive proposition of sale, actually relevant to the consumer and able to convey a clear and unique brand positioning.

an approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other