Angle
DefinitionCreative Strategy
Angle
The persuasive premise an ad argues from: the specific desire, pain, objection or belief it chooses to address. One product supports many angles - convenience, status, fear of missing out, price - and performance testing is largely the search for the angle that resonates.
Evidence from the library
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."QuotePerformance advertising mostly directs people to brands they have already chosenPrinciple"Advertising does not cause sales. It does, however, ensure brands win a greater share of them" - by creating future demand (biasing tomorrow's buyers) and converting current demand (closing today's).QuoteCategory entry points are what replaces the message on a creative briefPrincipleAI and human audiences rank almost opposite creative traits as their top two preferences.Stat
Source
Marketing Definitions
standard performance creative practice
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