CDVP Principles

1
CDVP Principles
2
CDVP

• Creation
• In advertising, creativity means
• Logical
• Sensical
• Appeal to many
• Relate to product
• Research product
• Plus, find a new, interesting approach.
• USEFUL INNOVATION?
• Example 1
• Example 2
• Example 3

3
CDVP

• Meaningful Relationship
• Central copy point
• The entire fabric from which message is woven
• Includes a benefit for audience
• Brainstorming
• Freewriting

4
Definition

• Five Definitional Tools
• Negation
• Context
• Correlation
• Derivation
• Exemplification

• Avoid
• Abstraction
• Analogies
• Generalities
• Technicalities
• Multiplicates

5
Definitional Tools

• Decipher benefits of the product and relationship
  with the client
• Dont be vague
• Dont misrepresent
• Define terms inherent in your subject matter.

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5 definitional tools

• Negation
• Set something apart by stating what it is NOT
• Not your fathers Oldsmobile
• Fresca when you want refreshment not calories
• Reevaluate a product to see it in the proper
  light
• Clear up misconceptions
• Remember audience cant see a NOT, so negation
  should use imagery.
• Example Example

7
Definitional Tools

• Context
• Words and phrases surrounding your term
• We pasteurize to purify
• In TV it can be visual too.

8
Definitional Tools

• Correlation
• Compare term to more common, familiar terms
• Peak Anti-Freeze is chicken soup for your car
• EDS commercial

9
Definitional Tools

• Derivation
• The semantic definitional heritage
• Geographic heritage
• Named for the inventor who made rubber tough
• Fosters. Its Australian for beer.

10
Definitional Tools

• Exemplification
• Cite examples to which it applies
• Enumerate the essential elements
• State Auto Get legal. We offer the state
  minimum for less.
• Excedrin is best for relief of mild headache pain.

11
Definitional Tools

• AVOID
• Abstractions
• Great
• Fun
• Good

• Analogies
• Kurl Up and Dye
• Gremlin
• Incubus
• Zephyr

12
Definitional Tools

• Generalities
• Dont say pills if you mean
• Multi-vitamin Soft-chews
• Capsules
• Quick Tabs

13
Definitional Hazards

• Technicalities
• Mutiplicates
• Terms with more than one meaning
• Pipe
• Bass
• organ

14
Validation

• Know the product
• Know the market
• Talk to the market
• Promise backed by evidence
• Straight to the point
• Make every word count
• Believe in what you are selling

15
Prohibition

• Communication Act of 1934
• Federal Trade Commission
• Sponsor Identification
• Plugola and Payola
• Station Conducted Contests
• Political Sponsorship
• Truth and Lending

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Prohibitions

• State Law
• Tobacco
• Alcohol
• Casino Gambling
• Lotteries
• Underwriting