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ADPLAN

Comprehensive brand effectiveness evaluation

analysis
advanced

Framework Deep Dive

ADPLAN (Attention, Distinction, Positioning, Linkage, Amplification, Net Equity) is a comprehensive framework for evaluating brand effectiveness and strategic advertising impact.

Psychological Principle

This framework leverages loss aversion and the desire for resolution. By first highlighting a problem, it creates a cognitive dissonance that the solution then satisfyingly resolves.

Framework Breakdown

1

Attention

Does the ad break through and capture audience attention effectively?

2

Distinction

Is the brand clearly differentiated from competitors in the messaging?

3

Positioning

Does the ad reinforce the intended brand positioning and values?

4

Linkage

Is there a strong connection between the creative and the brand?

5

Amplification

Does the ad amplify key brand messages and core propositions?

6

Net Equity

What is the overall impact on brand equity and perception?

Real-World Examples

Luxury Car Brand Campaign

A premium automotive ad uses striking visuals (Attention), emphasizes craftsmanship over speed (Distinction), reinforces luxury positioning (Positioning), features prominent brand elements (Linkage), amplifies heritage messaging (Amplification), and builds aspirational brand equity (Net Equity).

ProblemAgitateSolution

Implementation Guide

**Identify the Core Pain Point:** What is the single most significant problem your audience faces?
**Amplify the Consequences:** Use emotional language to describe the negative impact of the problem.
**Position as the Perfect Fix:** Frame your product not just as a solution, but as *the* solution.