| account planning | Using research and brand insights to bring a strong consumer focus to the planning of marketing communication.
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| appeal | An idea that motivates an audience to respond.
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| association strategy | A process that likens a brand to a desired lifestyle, person, place, or other entity.
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| benefit | The favorable result of having or using a product.
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| brainstorming | A formal process in which a small group gather together for the purpose of generating a multitude of new ideas.
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| concepting | Finding the creative concept that will bring the selling strategy to life.
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| copytesting | Testing the effectiveness of a brand message, a creative concept, or elements such as a headline, slogan, or visual for creative impact and understandability.
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| creative process | A formal procedure for increasing productivity and innovative output by an individual or a group.
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| credibility strategy | A selling strategy that heightens conviction and decreases the perception of risk.
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| customer insight | (1) Understanding how customers see themselves, the world around them, and the products and brands they use. (2) Below-the-surface attitudes and beliefs that influence customers' behavior.
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| features | Attributes that give a product a distinctive difference.
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| generic strategy | A selling strategy that stresses a basic feature or benefit of a product that is not brand specific.
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| incentive strategy | A selling strategy that creates a sense of immediacy and rewards customers for responding quickly.
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| informational strategy | A selling strategy based on facts about the brand and its attributes.
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| interactive strategy | A selling strategy that opens two-way communication in order to open up communication with customers and capture their feedback.
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| lateral thinking | Bouncing from one thought to another in free association.
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| lifestyle strategy | An association strategy that uses situations and symbols of lifestyles that the target audience can identify with or aspire to-that is, the situation "strikes a chord" or resonates. See also association strategy.
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| message strategy | An idea about how to creatively and persuasively communicate a brand message to a target audience.
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| message strategy brief | Statements about a brand that summarize the research and the insights for the creative team, and that help the team identify the direction and focus for their creative (and media) ideas.
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| pre-emptive strategy | A selling strategy that focuses on an attribute or benefit that any product in the category could claim.
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| promise | A statement that tells you what good things will happen if you use the product.
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| reason why | Support or proof points that explain why a product will provide the promised benefit.
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| reminder strategy | A selling strategy that keeps a brand top-of-mind with the target.
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| support | The reason or proof points on which a claim, benefit, or proposition rests.
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| unique selling proposition (USP) | A selling strategy based on a product's most distinctive difference from competitive products.
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| value | A perception of what something is worth in terms of quality and price.
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