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Excerpt from Marketing Plan:

Advertising Plan on TruFocal Eyeglasses

......5. Creative strategy
The creative strategy is composed of a series of elements, such as the positioning strategy, the core message to be delivered, the creative recommendations, the advertising appeals or the executions. Each of these components is briefly discussed below:
a) Positioning
The product would be positioned as an innovative and long searched for solution. It would be introduced as the result of sustained efforts and research aimed at resolving the growing pains adults and senior citizens have in relationship to their decaying eyesight. It would be ensured that the product is positioned in a manner that it reveals its advantages regarding its three competitor products, but also specifically identifies and targets the desired consumer base


b) Core message
As with the positioning strategy, the core message would be centered on the advantages the TruFocal eyeglasses generate for the users. The message would as such communicate the ability of the new eyeglasses to offer utility and efficiency, as well easiness of usage in a single product. The core of the message would be represented by simplicity and easiness in offering a simple solution to help people regain their youth eyesight......